The National Black Canadians Summit (NBCS), organized annually by The Michaëlle Jean Foundation (FMJF) and presented by TD Bank Group, is a cornerstone event for the Black Canadian community. This three-day gathering unites over 1,200 Black Canadians from diverse sectors and backgrounds, providing a platform to explore innovative projects, initiatives, and ideas that foster a more equitable and inclusive society. For its 4th edition in 2025, the Summit will take place in Montreal, marking the first time the event will be hosted in the city. The 2025 theme centers around the power of art as a vehicle to connect with and mobilize youth, and Six Cinquième was tasked with creating a new brand identity that would elevate the event’s mission.
The Challenge: Creating a Legacy Through Design
As an event that continues to grow in scope and influence, the NBCS required a refreshed look that would resonate with multiple generations of Black Canadians. The branding needed to solidify the summit’s credibility, make a lasting impact, and create a recognizable legacy for future editions. Our objective was to design an identity that visually conveys the theme of using art to mobilize the community while maintaining the summit’s core mission: building a more equitable society.
The task was not just about aesthetics but about translating the event’s values into a design that could foster connection and engagement, particularly with younger audiences. We needed to create a brand identity that was flexible, timeless, and representative of the diversity and vibrancy of Black Canadians.
The Solution: Drawing Inspiration from Franco Egalité’s Art
“At the Michaëlle Jean Foundation, we firmly believe in the power of the arts,” the Foundation stated. Inspired by this, we collaborated with Montreal-based multidisciplinary artist Franco Egalité. His artwork Unreality of Time became the focal point of the event’s branding. Franco’s style, characterized by colorful, joyful, and human elements, perfectly aligned with the summit’s mission and the spirit of the Black Canadian community. Franco described his piece as “an image of reaching the highest summits of our convictions and values by surpassing ourselves.” This message of empowerment, combined with the vibrant aesthetic of his work, made Unreality of Time a fitting representation for the summit.
