BELI — The Fight Against Systemic Racism
By developing BELI's strategy and brand identity, TUX Karma is supporting the fight against systemic racism, which among other things, excludes Black individuals from leadership positions in the corporate world.
The problem to solve
In 2020, in Greater Montreal, corporate boards had exactly 0 Black individuals around the table.
On May 25th, 2020, a video ignited the planet for weeks to come. It showed a white American police officer, Derek Chauvin, suffocating an African-American father. The name and face of his victim, George Floyd, as well as his last words, "I can't breathe", have since become a symbol of the sometimes deadly consequences of systemic racism experienced by racialized individuals, particularly Black individuals. Following this crime, numerous conversations emerged about the barriers faced by Black individuals in different regions of the world, including here in Quebec.
It was this spark that led five friends, Dawn Williams, Yves Pierre-Louis, Colin Worrell, Ronald Williams, and Camille (Isaacs) Morrell, to create BELI - Black Executive Leadership Initiative or Action Group for the Promotion of Black Senior Executives. While the founding members of BELI have reached leadership positions in their respective careers, few other Black individuals have. A fact that the numbers confirm: while Black individuals make up 6.8% of the population of Greater Montreal, corporate boards had none at the summer of 2020, and only 1.9% across all sectors*.
Convinced that their experience will be valuable to the future black leaders, Dawn, Yves, Colin, Ronald, and Camille launched the first mentorship program in Greater Montreal exclusively dedicated to black professionals in the corporate sector.
*Source: Diversity Leads, the Diversity Institute Report, 2020
The change that BELI will contribute to
BELI aims to mentor Black talents up to the executive level.
In other words, BELI aims to open the doors of corporate boards and executive positions to Black talent, whether they are seasoned executives or young graduates. By providing a mentoring service, BELI will facilitate the sharing of experience and knowledge transfer between two generations of professionals.
The role of TUX Karma
TUX Karma's role has been to develop BELI's brand strategy and visual identity. In close collaboration with the BELI team, we created a strong and consistent brand strategy that highlights black executives and their contributions. The strategy aimed to shed light on their existence and impact while serving as a tool for change in the professional world. The ultimate goal was to advance the cause of diversity and inclusion in the business world.
Message from our team
Founder and Co-Chair of BELI
Lead, Graphic Designer
A tool for change
How will this change be measured?
- The number of participants in the cohorts.
- The number of companies benefiting from BELI's advice
- In the medium to long term, the increase in the proportion of Black individuals on boards of directors in Greater Montreal
Why we believe
Board Member, TUX Karma
Board Member, TUX Karma
President, TUX Karma
Lead, Development and Operations
With 8 years of experience as a project manager for clients such as Loto-Québec and in communication agencies, Annie shines with her unwavering commitment in managing her tasks (and, it's true, with her contagious bursts of laughter). Being passionate and empathetic by nature, Annie never misses an opportunity to get involved in topics that are dear to her heart; she is proud to have been able to use her talents to serve organizations such as Médecins du Monde and the Sainte-Justine Foundation.
After spending several years managing restaurants, such as Venice in Montreal, and working with artists like Vallaire and Milk & Bone, Charlotte joined TUX as a client partner where she flourishes in brand identity projects while also being involved in the Justice, Equity, Diversity, and Inclusion committee - Charlotte is even one of its founding members. Discrimination based on sexual orientation or gender, racial identity, socioeconomic status, neurodiversity, or mental health are among the issues Charlotte is committed to addressing, and she is among those who work to advance the rights of marginalized groups.
Joanie has been a Graphic Designer and Art Director for five years. Eager to put creation at the service of positive changes, Joanie feels her heart beating when she sees that her work is making a difference, like when she works with foundations and social businesses in which she believes – Accueil Bonneau, Association des Popotes Roulantes du Montréal Métropolitain, Librarylab Foundation, 12/12 Farms and Yaourti. Three years ago, Joanie decided to join forces with TUX, seduced by the company’s values and team spirit – more like that of a “gang of friends without ego” than an advertising agency.
Marie-Laurence spends her time reading, asking herself questions, writing, asking herself more questions, and rewriting. When developing a brand’s tone, she creates a voice and personality that are expressed through original ideas and content. This former account manager brings a vision to creative work that is both strategic and pragmatic. She got her agency start at Sid Lee and, over the years, has worked with Polygraphe, McCann, DDB, and finally TUX, where she currently holds the position of bilingual copywriter. Marie-Laurence is an expert in name searches, branding, and advertising concepts who also produces instructional videos at Observatoire, a studio she founded with her partner Maxime.
If Raphaëlle got into production by joining TUX, her expertise in image and set design goes way back. She was a photographer for 3 years before becoming a camera assistant on American movie sets for the following 10 years. Today, Raphaëlle enjoys mobilizing the talent of a team to bring inspiring visual projects to life - BELI being one of her favorites. It was a natural fit for her, as she is both a member of TUX's Justice Equity Diversity Inclusion committee and a fervent admirer of professionals with an entrepreneurial spirit or those who are passionate about mentoring tomorrow's leaders.
Today, Sarah is the Lead of Development and Operations at TUX Karma. For 13 years, she worked as a brand and communication strategist at Sid Lee Paris and Montréal, and then at TUX, where she dedicated her energy to many brands and organizations with strong social and environmental impact (Accueil Bonneau, Médecins du Monde, Gusta, LOV and BLOOM restaurants). It was as a strategist that Sarah had the pleasure of participating in the BELI project.
Photography, artistic direction, graphic design, styling, makeup: no matter which visual medium is chosen, Xavier applies himself to develop a bold and sharp eye that challenges norms. This objective shines through in his work on music projects -with TDJ, Robert Robert, Lia, or Lydia Képinski; experimental projects, notably with his partner in crime Lian Benoit; or socially engaged projects.
Activity and progress
Infinite Matter — Turning plastic waste into art
Can art restore some optimism to the environmental crisis? That is the challenge that TUX Karma and Studio Ascètes are taking up from April 26 to May 14, 2023 at Café-buvette Brouillon with Matière infinie, an art installation that transforms our plastic waste into design objects. Welcome to the place where ecology and art come together to deliver a great message of hope!Discover