GreenLight.
Campaign
Nat Richmond
Services
Branding, Social Media Marketing,
Graphic Design
Date
December 1st, 2025 – February 28th, 2026
Overview
The Erie’s Black Wall Street 4th Annual GreenLight Business Awards Gala is a signature celebration honoring Black entrepreneurship, leadership, and community impact across Erie, Pennsylvania. For 2026, the Gala’s creative direction centers on the theme Renaissance Reimagined—a modern homage to the Harlem Renaissance that blends legacy, elegance, and forward momentum.
This year’s campaign was intentionally designed to feel cinematic, immersive, and aspirational, positioning the Gala not only as an awards ceremony, but as a cultural moment rooted in pride, creativity, and collective celebration.
Theme: Renaissance Reimagined
The Renaissance Reimagined theme draws inspiration from the glamour, artistry, and communal power of the Harlem Renaissance, translated through a contemporary lens. Visually, the campaign features rich gold tones, Art Deco framing, velvet textures, dramatic lighting, and fashion-forward styling. Conceptually, it highlights:
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Legacy and lineage
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Cultural excellence and creative expression
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Leadership across generations
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Community visibility and pride
The theme serves as both an aesthetic anchor and a narrative framework, guiding all visual assets, copy, and promotional touchpoints.
Strategy
To maximize engagement and reach, the campaign was rolled out as a multi-channel, multi-format storytelling experience, rather than a single flyer or announcement.
1. Visual Identity & Design System
A cohesive visual system was developed across all assets, ensuring brand consistency and instant recognition. This included:
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Primary gala flyers and banners
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Winner announcement graphics
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Social media-optimized layouts
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A Harlem Renaissance–inspired digital lookbook
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Background templates for honoree spotlights
Each asset maintained a unified color palette, typography hierarchy, and editorial tone, allowing the campaign to scale seamlessly across platforms.
2. Fashion LookBook & Visualizer
A standout component of the campaign was the GreenLight Business Awards Gala LookBook Visualizer—a multi-page, high-fashion digital lookbook created to inspire attendee attire and elevate anticipation for the event.
The LookBook featured:
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Women’s Evening Glam
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Men’s Tailored Excellence
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Power Couples (including inclusive same-sex representations)
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Friends & Family ensembles
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Accessories Matter spreads
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A final call-to-action page with ticket access
To extend reach, the LookBook was adapted into a cinematic video visualizer and released on YouTube, allowing audiences to experience the theme through subtle motion, ambient lighting, and visual storytelling.
3. Community Engagement & Voting Activation
Community participation played a central role in the campaign. Public voting for award categories was promoted heavily through:
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Social media countdowns
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SMS reminders
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Email campaigns
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Shareable graphics encouraging community pride
The campaign emphasized that every vote mattered, reinforcing transparency, inclusion, and collective ownership of the celebration.
4. Winner Announcements & Momentum Building
As voting concluded, winners were announced through bold, visually striking graphics that mirrored the Gala’s elevated aesthetic. Special attention was given to ChangeMaker Award recipients, positioning them as cultural leaders and catalysts for progress.
These announcements doubled as ticket conversion moments, consistently reinforcing that ticket sales were live and momentum was building.
Results.
📧 Email (6,878 sends)
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Open Rate: 31.7%
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Click Rate: 1.3%
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Total Opens: 821
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Total Clicks: 87
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Unsubscribe Rate: 6 (low, showing stable list health)
📱 SMS (1,314 sends)
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Click Rate: 19.7%
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1,206 deliveries → 237 clicks