Launching The Blackbook

The real stories behind campaigns, from the creators who built them.

Recently, I discussed why I'm building The Branding Blackbook in public, a community that's now over 7,000 strong (thank you!).

Today, I want to tell you about the first series I’m (officially) launching: The Blackbook.

It’s a space for creators to discuss their work openly and honestly. Not the polished version, but the real one.

Most people only ever see the final result

The campaign that “went viral.”

The collaboration that looks seamless.

The creator who appears to have blown up overnight.

What we don’t see is the painful, confusing bits in between. You know when you’re thinking “wtf am I actually doing and how did I get here”. Yeah that’s what we want to hear more of.

The imposter syndrome that shows up right before you hit send or post.

And for Black, or young (Gen Z) creators specifically, the middle often includes navigating spaces that weren’t designed with you in mind. Being visible but still excluded from decision-making. Shaping culture without receiving equivalent credit, context or compensation.

That gap, between what people see and what it actually took to get there, is where The Blackbook comes in and holds the seat steady.

What this series will do

My hope is that it becomes a space to talk honestly about the journeys behind the work. It’s especially important for those still growing in their journey, careers and businesses.

How opportunities actually came together. What it took to say yes, or to walk away. What creators learned once the work was done.

This series intentionally centres creators building within and alongside culture, while figuring out how to protect their voice and still make a living.

Why this matters

By sharing these stories, I want to make the industry feel less confusing and isolating. With this, the goal is to offer reference points instead, which don’t exist today on other platforms. To show that there are many ways to build a creative career, and none of them are as clear-cut as they look from the outside.

If you’re seeing parts of your own experience reflected, that’s the point.

Brands and strategists are welcome here, too. Really, this is for absolutely anyone who might benefit from a clearer, more raw, honest view of how culture, communications and creative work actually come together.

And who’s behind making that magic happen.

What comes next

The first story in The Blackbook has already launched, with Black In Sport, where we spoke to founder Ladi and Joy about building and marketing their latest event.

And the next one is coming very soon. But in the meantime, I’d love to hear from you.

What part of the “middle” do you wish people talked about more? What’s a decision or moment in your own work that didn’t make it into the final story?

Reply, share, or just sit with it. Either way, thanks for being here.

Kachi x

If you loved this story, you’ll find more like it over on Instagram and LinkedIn, where we spotlight the campaigns and creatives driving change across industries.