It’s time to close the gap

In 1900, 20% of Black Americans were homeowners, compared to 48% of white Americans. A homeownership gap of 28%. 

Since 2021, Black homeownership has hovered around 45%, while white homeownership is 73%. A gap of 28%.

Do you see the problem here?

Black Americans have been locked out of building generational wealth and fulfilling the American dream for over a century. Grab The Key is our initiative to increase Black American homeownership and close the gap.

The goal of this site is to speak openly about the unsettling reality of the homeownership gap and state openly that we want to help AND we don’t have all the answers. 

The messaging was carried through visually with a high-contrast color palette and emotive photography that conveys strength. The brand is meant to be disruptive — a brutalist style that’s layered and complex, like the issue itself.