Ebony & Jet Magazine Relaunch

A Historic Relaunch

Client: EBONY/JET (Bridgeman Family Ownership)
Project: National Relaunch Campaign & Cultural Reintroduction

When the most influential Black women in the country called, we answered. Under new ownership, EBONY/JET—once the crown jewel of Black American media—was ready to rise again. But the brand had suffered: years of mismanagement, unpaid writers, and public distrust needed to be healed. The Aziza Work Group was brought on as Agency of Record to lead the public-facing campaign and usher in a new era of power, grace, and cultural relevance.

The Challenge:

We weren’t just launching a campaign. We were reintroducing a legacy.
Mid-COVID. The day before a Presidential Inauguration. In a country aching with grief and transition. We had to spark collective celebration, neutralize brand crisis, and remind the world why EBONY & JET matters.

Our Approach:

Fearless strategy. Cultural fluency. Divine timing.
We whispered to tastemakers, secured cover stories by elite journalists, and positioned the brand’s rebirth at the intersection of Black excellence and American history. We used the press as a healing mechanism—crafting messaging that was both emotionally resonant and unapologetically powerful.

The Impact:

Our press rollout was EBONY/JET’s most significant since 1974. We trended #1 on Twitter. Major brands like Disney, Bloomberg, and Procter & Gamble reached out to collaborate. Our narrative worked: the brand was exalted, not questioned. We had not only relaunched a magazine—we reignited a movement.

“We received more press than we had since 1974 when John Johnson (founder of Ebony & Jet) was running it.”

– Nicole Haynes, VP of Sales, EBONY/JET

Why It Worked:

Because we didn’t flinch. We brought every fiber of our bold, Black PR brilliance to the table. This wasn’t just a job—it was alignment.