Ebony Magazine and Chance the Rapper

Challenge

Ebony Magazine sought to create a cover story that captured Chance the Rapper at a defining moment in his career. Known for his iconic “3” cap, Chance’s visual identity had become instantly recognizable—but also limiting. The challenge was to reintroduce him in a way that highlighted his authenticity, artistry, and roots in Chicago without relying on that symbol.

Approach

Partnering with Ebony and Chance, Brandbook led the creative direction for the cover.

• Photography (Aaron Smith): Shot entirely in Chicago to anchor Chance in his hometown context. Natural light and minimal styling drew attention to Chance’s expressions and posture, offering an unfiltered look rarely seen in media.

• Creative Direction & Design: We made the deliberate choice to feature Chance without his “3” hat for the first time. The design approach used clean typography and bold layouts that allowed Aaron Smith’s portraits to carry the narrative. Chicago’s textures and atmosphere became part of the storytelling, adding depth and cultural grounding.

Result

The Ebony x Chance the Rapper cover became an exclusive cultural moment, marking the first time the artist appeared without his signature hat. The stripped-down creative direction spotlighted Chance as both an artist and activist, while reaffirming Ebony’s role as a tastemaker in culture. For Brandbook, it was a demonstration of how bold editorial design, photography, and direction can align to create lasting cultural impact.