After the murder of George Floyd in 2020, HBO Max wanted to invest in creating awareness about equality. While other companies simply expressed support through social media, this high-profile brand actually wanted to make an impact.‍
The Equality First initiative was launched with a distinctive visual identity. It included a custom app designed to invite conversation and inspire learning. A docu-series, called β€œThe Blueprint,” featured various celebrities, while an animated series shared important insights.‍