Throughout what has turn out to be a steady cycle of lockdowns and uncertainty within the final 12 months, many individuals have found an growing want for inventive inspiration and a deep sense of goal. My private reflections have uncovered a want to be useful to others, whereas additionally navigating my profession main Instagram enterprise advertising and marketing in North America and staying true to my roots within the Black group. Probably the most rewarding second I had lately concerned the merging of these three passions.

To assist small enterprise house owners and artistic professionals, our groups at Instagram and Facebook Elevate partnered with The Creative Collective, an company dedicated to curating areas for individuals of colour, to launch We Create. Our purpose was easy: Discover a strategy to encourage and assist Black creatives and Black-owned small companies throughout an economically difficult time.

Within the challenge’s first spherical, we partnered with 15 enterprise house owners and 15 creatives to unravel distinctive enterprise challenges with Instagram-first content material. With the ability to overcome geographic distances to forge connections between Black professionals and witness the formation of putting up with bonds made each digital assembly really feel like a victory.

One of many first contributors in We Create was small enterprise proprietor Kwame Garrett-Price, who struggled with differentiating his luxurious accent model, Cal & Kay, from the competitors. As a result of every Cal & Kay product is designed to final for all times, Kwame wished consumers to really feel like they have been a part of a group. To assist increase Kwame’s digital footprint, inventive director, photographer and writer Josh Renfroe noticed the chance to herald visible storytelling.

I sat down with Kwame and Josh to achieve perception into their magical partnership and talk about how their inventive collaboration helped clear up Cal & Kay’s enterprise problem.

Guia Golden: Josh, what have been your preliminary ideas and method to the Cal & Kay problem?


Josh Renfroe: One of many largest alternatives that caught out to me was the necessity for storytelling. I’m a giant storyteller and love expressing issues visually. I appreciated the liberty that Kwame gave me to be curious and experiment with storytelling to deliver a brand new dimension to Cal & Kay.

Golden: Kwame, inform us about your first response to Josh’s Instagram-first visuals and Instagram Reels that have been created in your merchandise.


Kwame Garrett-Worth: I used to be undoubtedly bowled over and stated, “Wow, he’s actually in my head.” To me, the inventive was a union of visuals from motion pictures like “Breakfast at Tiffany’s,” “Boomerang” and “Poetic Justice.”I attribute the inventive’s success to our clear communication and belief.

Golden: Your belief in one another is superb. How did you two navigate the digital inventive course of collectively? 


Renfroe: All of it got here all the way down to having an incredible companion who was enthusiastic, trusting and prepared to experiment with daring concepts. That’s the best recipe for fulfillment. I can’t stress sufficient how the belief we established early on made this doable. Over time it felt like collaborating with my brother. And Cal & Kay is a household enterprise, so I’m an honorary member of the family.

Garrett-Worth: Josh, you’ve been inside my dwelling a lot [virtually], you might as nicely keep right here. I utterly agree—our open and sincere communication was important. On this world, we’re all going to should discover ways to work collectively, whether or not it’s 10 or 10,000 miles away. The one approach to do that is to maintain communication clear. Josh and I laid all of it out on the desk and have been clear about every little thing.

Golden: What did you’re taking away from this expertise that you’ll look again on sooner or later?


Garrett-Worth: For me, it’s the worth of collaboration. Within the early years of a enterprise, it may be lonely with loads of heavy lifting. Chances are you’ll really feel uncertain of what choices to make. However while you herald a collaborator, that further set of eyes might be instantly discerning.

Renfroe: Amen to that. Whenever you’re working with gifted people who’re actually dedicated to a challenge, they’re bringing every little thing to the desk. That’s the kind of inventive [team] Kwame and I are, and our success was inevitable.

We Create reveals the affect that main platforms, corresponding to Instagram, maintain within the inventive group and the way these platforms can deliberately assist creators. I’m very grateful for Instagram giving us this chance. I hope the Instagram workforce continues to do extra initiatives like this as a result of your affect and sources make an enormous distinction.



Kwame and Josh’s expertise demonstrates the chance creativity offers to distinguish companies and strengthen emotional connections with individuals. To study extra about tapping into the ability of inventive collaboration on Instagram, go to We Create’s website.