Transforming presence into cultural belonging
Verizon set out to build genuine connection with Black Gen Z audiences. Partnering with REVOLT. Back In Session came to life, an HBCU tour designed to turn awareness into participation. The result: Multi-city sold-out events, thousands in student signups, and a foundation of first-party data to power future engagement.
01. Overview
Verizon sought to deepen its connection with young Black audiences. As the brand expanded its its community initiatives, it identified historically Black Colleges and Universities as vital cultural hubs shaping the next generation of culture. Verizon partnered with REVOLT to launch “Back In Session” an HBCU tour celebrating student life, creativity, and connection. By Default joined as creative partner to design and deliver the experience across three key markets: Atlanta, Houston, and Washington, DC.
02. Challenge
Verizon had reach but needed resonance. The brand’s traditional campaigns connected through scale, not intimacy. To engage Gen Z at HBCUs, Verizon required a presence that mirrored the culture rather than observing it. An initiative that empowered expression and participation.
03. Creative Concept
Back In Session
The idea celebrated return, the return to campus, to community, to self. Back In Session transformed Verizon’s presence into a vibrant living campus experience, amplifying the music, lifestyle, and creative energy of HBCUs. The concept invited participation, positioning Verizon as a facilitator of connection rather than a sponsor of events.
What We Did:
- Campaign Strategy
- Creative Development
- Brand Identity
- Motion Design & Graphics
04. Applications
From Tour to TouchpointThe campaign drew from the visual and cultural language of HBCU life. Verizon’s palette was reimagined through the vibrancy of school colors and marching-band illustration. Typography balanced clarity with energy, blending nostalgia and modernity across every touchpoint. From interactive ticketing platforms and influencer kits to event signage, AR filters, and digital experiences, each element reinforced cultural belonging. Live performances and motion design brought the tour to life. Transforming venues into celebrations of community. The campaign sold out in every city and generated thousands of signups, establishing a scalable model for future Verizon engagement.
What We Did:
- Web Design & Development
- AR Development
- Brand Guidelines
- Campaign Materials
05. Outcome
The collaboration created more than a marketing activation. It built a cultural bridge between brand and new-gen audience. Turning awareness into participation and participation into trust. Collecting first-party data and an authentic connection to sustain relationships with the next generation of Black creators, innovators and storytellers.
