Text stating '40+ EVENT BRAND ASSETS DEVELOPED' with the number 40+ in large maroon font on a black background.
Logo for the 2nd Day Expo Brand Experience, featuring a large maroon number 2 and white text on a black background.
Graphic with large maroon '10+' text on a white background.
Graphic with large maroon '10+' text on a white background.

01

THE GAP

The Connecticut Black Expo sought to modernize its audience engagement approach and create a more impactful event experience capable of connecting with both younger and older generations in a culturally relevant and forward-thinking way. Existing event communication lacked a unifying campaign narrative that could effectively bridge conversations around entrepreneurship, financial literacy, innovation, and the evolving future of economic empowerment.

Three posters on a concrete wall promoting the Connecticut Black Expo, scheduled for September 28-29, 2024, with details about the event and its location at Southern Connecticut State University.
Event poster for the Connecticut Black Expo 2024 taking place on September 28-29 at Moore Field House, featuring a large crowd and artwork on display, with details about sponsors and locations in Connecticut.

02

THE SHIFT

Spit Laugh Media developed “The New Black Dollar” campaign concept to create a cohesive public engagement system centered around financial empowerment, modern entrepreneurship, and the future of wealth-building within the Black community. The campaign combined strategic messaging, experiential branding, audience-focused visual communications, and modern event design to create stronger emotional connection, improve event visibility, and encourage participation across multiple generations.

03

  • Public Engagement Campaign Development

  • Event Branding & Visual Communication Systems

  • Experiential Environment Design

  • Audience-Focused Messaging Strategy

  • Youth & Community Engagement Assets

  • Event Marketing & Promotional Materials

  • Digital & Social Campaign Support

  • On-Site Brand & Event Experience Design

THE EXECUTION

A black and white photo of a hand holding a smartphone displaying a website for the Connecticut Black Expo, with a red button and social media icons at the bottom.
Three silicone wristbands in green, black, and white with message 'BLACK EXPO' and 'DREAM' printed on them, displayed against a light background with a transparent overlay.
A digital poster for the Connecticut Black Expo displaying key facts about the Black population in the United States, highlighting a growth of 32% since 2000 to nearly 48 million in 2022, held from September 28th to 29th, 2024, at Moore Field House, 125 Wintergreen Ave., New Haven, CT.
A man with a beard and cap holding a microphone and smiling at an event.
White baseball cap with a logo for the Connecticut Black Expo, featuring a red and green circular design with the words "Power," "Respect," and "Money" encircling a stylized letter "B."
Billboard advertising the 2021 Connecticut Black Expo, featuring a large dollar sign graphic, text about business, tech, media, art, and more, and an outline of the downtown Hartford skyline, mounted on a modern glass building.
Billboard advertising the 2021 Connecticut Black Expo, featuring a large dollar sign graphic, text about business, tech, media, art, and more, and an outline of the downtown Hartford skyline, mounted on a modern glass building.

04

THE IMPACT

The campaign helped transform the Connecticut Black Expo into a more modern, culturally connected, and visually cohesive public engagement experience. “The New Black Dollar” created a strong thematic foundation that increased audience resonance, strengthened community participation, and elevated the event’s overall presentation across both digital and experiential environments. The initiative successfully connected conversations around culture, financial empowerment, entrepreneurship, and innovation in a way that felt engaging, accessible, and forward-focused.