Typography leads the way in Odd Notion’s identity for Pitch Black, celebrating Black excellence

What began as a singular event in Portland, Oregon, has evolved into a nationwide force for change, connecting Black entrepreneurs with resources, mentorship, and opportunities for growth. Pitch Black, founded by Stephen Green, is a powerful movement dedicated to elevating Black founders across the U.S.

Looking to transform their positioning from an events platform into a comprehensive digital ecosystem, they reached out to Portland-based design studio Odd Notion to help craft a brand identity and digital presence, one that would allow Pitch Black to expand across industries and cities with confidence, while maintaining a consistent and powerful voice. “Our creative vision called for a broader, more nuanced representation of Black entrepreneurship,” explains Founder & Creative Director Eleazar Ruiz, with a goal to confidently break free from visual stereotypes. “This led us to allow typography to tell the story instead of a traditional mark.”

By setting the wordmark in Vocal Type’s Spike, a bold variable-width typeface created by Black designer Tré Seals, Odd Notion was able to showcase the diversity and dynamism of Black entrepreneurial spirit while avoiding any singular, static representation. The typeface’s geometric counters and distinctive aesthetic draw inspiration from Spike Lee’s iconic visual language and the lettering found in his film posters. “As a cultural force in both film and sports,” Ruiz suggests, “Lee’s creative influence authentically mirrors the excellence and innovation embodied by Pitch Black founders.” Further, in choosing a typeface crafted by Seals, Ruiz points out that they “embedded Black excellence into the very foundation of Pitch Black’s identity. What better way to demonstrate this than by making Tré’s creative vision and cultural understanding the cornerstone of Pitch Black’s visual story?” The brand’s typography is rounded out with Cheltenham for headlines and Helvetica Now for body copy, creating a sophisticated balance.

Odd Notion’s work also encompasses what they’ve dubbed ‘The Home of Black Ideas’ – a website and content platform that serves as a comprehensive digital destination. Developing the website was fairly straightforward, says Ruiz – “We embraced typography as our creative cornerstone, letting it drive the site’s visual narrative while working with a curated collection of photography.” This imagery, he adds, focuses on two main themes – the vibrant energy of Black creators and intimate moments of innovation captured through first-person perspectives.

“Our strategic focus then evolved towards developing a sustainable and dynamic digital experience,” Ruiz continues, where the team considered how to create a platform that could effectively showcase Pitch Black’s diverse array of storytelling mediums – from event coverage to founder profiles and educational content – while ensuring the infrastructure remained practical and manageable. “This balanced approach allowed us to design a system that would empower their team to execute their content strategy efficiently without becoming overwhelmed by technical complexity or maintenance requirements.”

As a complete system, Pitch Black now has “unprecedented ways to showcase Black excellence, transforming from an annual touchpoint into a year-round engine of inspiration,” says Ruiz. “With every pixel and interaction, we’re advancing their powerful mission – showcasing Black entrepreneurial brilliance across America.”