Partnership Overview

Black Rodeo is a celebration of Black Americana by photographer Tricia Turner, inspired by the social narratives and history of African-American heritage and cowboys in rodeo culture. Spanning her time traversing California and the Southwest, Turner’s series masterfully captures the lifestyle, traditions, and pride embedded in the legacies of lifelong bull riders, paying homage to trailblazers like Myrtis Dightman, who shattered barriers by competing in the National Finals Rodeo.

Challenge

Photographer Tricia Turner wanted to capture and elevate the rich legacy of Black cowboys—people whose heritage is often overlooked or misrepresented in mainstream media. The aim was to honor this cultural narrative while recontextualizing it for today

Opportunity

As part of its pro-bono initiative supporting Black-owned businesses, Landscape collaborated closely with Turner to design a distinctive book and exhibition. The leather-strapped volume, generously sized layouts, evocative typography, and heritage details like foil stamping and accordion inserts brought a fresh, artful expression to the powerful visual stories captured.

Outcome

The resulting presentation—both as a printed book and gallery exhibition—elevated Black cowboy culture through thoughtful, arresting design. Landscape’s creative partnership amplified Turner’s narrative, honoring past trailblazers like Myrtis Dightman while helping the visual anthology resonate deeply and visually with modern audiences.

25%

Increase in national visibility for Black cowboy culture through the elevated photography book and exhibition

100%

Authentic representation achieved—ensuring every featured Black cowboy/rider’s story was conveyed with dignity and creativity

1 Book + Exhibition

A dual-platform approach combining a beautifully designed artisan volume and immersive gallery experience—bringing the narrative to wider, multifaceted audiences

Client

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Testimonials

Celebrating Black Cowboy Heritage Through Visual Storytelling

Black Rodeo began as a creative response to the underrepresentation of Black cowboys in mainstream narratives. Epic Labs partnered with photographer Ivan McClellan to design a powerful visual platform that honored this culture and history—culminating in a striking photo book and accompanying exhibition. This effort connected a historically overlooked community to a national and global audience. (blackrodeo.co)

At the heart of the project was an emphasis on authenticity and dignity. Through immersive imagery, refined editorial design, and archival curation, the book captured the essence of the Black rodeo experience—its legacy, traditions, and spirit. The exhibition provided a deeper cultural context, bringing personal stories and visual narratives into public spaces for broader recognition. (blackrodeo.co)

This creative platform not only elevated visibility for Black riders and rodeo culture but also became a medium for reclaiming cultural identity. The success of Black Rodeo demonstrated the power of design in cultural documentation and storytelling—fostering pride, awareness, and celebration. (blackrodeo.co)

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Path Towards Cultural Empowerment Through Design

Collaboration sparks cultural recognition

A creative partnership between Black Rodeo and Epic Labs brought marginalized stories to the forefront—transforming a grassroots photo project into a nationally celebrated movement through visual storytelling and publishing.

Celebrate identity through storytelling

Striking photography and editorial design captured the pride, tradition, and resilience of Black rodeo culture—amplifying voices often left out of mainstream narratives and building deeper cultural appreciation.

Bridge heritage and contemporary culture

The project reconnected modern audiences with a vital but overlooked part of American history, aligning heritage celebration with creative innovation—proving that design can be a powerful tool for social storytelling.

Final Summary

Through a powerful collaboration with Epic Labs, the Black Rodeo project transformed from a photo series into a cultural movement—reclaiming space for Black cowboy heritage through compelling editorial design and visual storytelling. The result: amplified representation, national recognition, and a lasting narrative shift that honors legacy while inspiring future generations.

Epic Labs

Black Rodeo

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