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The Concept

The Home Depot went all out for Black History Month 2021. In addition to highlighting the company's many years of support of Historically Black Colleges & Universities (HBCUs), The Home Depot tapped Black creators in all the spaces that felt most relevant to what the company does every day.

There were spotlights on Black interior designers, home garden experts, and tastemakers. Quotes from Black team members, from the president and CEO to the store associates. Tips from Black creatives and images from Black artists. And to up the ante, there was a beautifully curated gift box full of home and garden items from Black-owned brands.

For this box, The Home Depot devised a clever dissemination plan: send one to each of the brands represented inside, plus Black team members, an assortment of Black home and garden influencers, and select VIP customers.

The Execution

This project was a true collaboration, from the final list of brands and products, to the design of the box itself. Bold Xchange has lots of experience working with corporate design teams to land on artwork for box customizations as well as gift note inserts. Bold Xchange is the bridge between corporation and Black-owned brand partners, owning the process of outreach, ordering, and receiving or product.

And, of course, Bold Xchange handled fulfillment from start to finish. The Home Depot team provided address information and we took care of the rest. Our customer care team hand-packed each box to arrive safely and beautifully to each lucky recipient.

The box opened to reveal a treasure trove of goodies: a candle, loose leaf tea, a Support Black Colleges hat, gardening tools, and a Black With Plants ceramic planter. This was tied together with a brightly colored book of inspirational quotes from a Black woman author. With these items, a note about The Home Depot's commitment to HBCUs since 2009, and a message on the inside of the box that shared a bit about celebrating Black History Month.

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