The Rodeo Record — YoullSea

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The Rodeo Record

The unveiling of the contemporary black cowboys of Oklahoma. Documented Rodeo Season of 2022. Prioritizing exposure is imperative, because within the black community - rodeo representation is deficient.

Often our struggles and triumphs are on display as a constant reminder of despair. The more aware we are of our human richness, the more that will be produced.

There are people who have no clue that there are cowboys of black descent. American cowboys are often glamorized by characteristics of strength, bravery, and community leadership. Rarely do we see a brown face connected to such a noble depiction. “The Rodeo Record” is here to extend and establish the record of the black cowboy who sustains their communities, cares for horses, entertains through one of the riskiest sports and carries great pride for their legacy. Holding space and educating our people of the capabilities and achievements of black cowboys, who have been overlooked for hundreds of years, is of utmost importance.

The Rodeo Record Newspaper

The Rodeo Record Hat

YoullSea was connected to this curation as overseer of Creative Development including Brand Strategy | Brand Identity | Project Manager.
Deliverables: brand deck - branded products - billboard work - graphic buildout - press - newspaper - launch.

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