JMI's Transformative Role in the African American Heritage Trail
On December 12, 2024, the City Council of Williamsburg, Virginia, unanimously approved the African American Heritage Trail (AAHT), marking a significant milestone in recognizing local history. This two-mile walking trail winds through downtown Williamsburg, connecting vital landmarks that commemorate the African American experience in this historic region. JMI, a Richmond-based brand strategy firm, played a pivotal role in developing the narrative for the trail, emphasizing the importance of storytelling, collaboration, and community engagement.
JMI partnered with Share More Stories (SMS) and collaborated closely with the AAHT Advisory Committee and local community members. Utilizing innovative tools like SMS' SEEQ platform, JMI collected, analyzed, and interpreted personal narratives. This approach allowed the team to weave these stories into a cohesive and authentic narrative, ensuring that the voices of Williamsburg's African American community are honored and preserved.
Ken Johnson, JMI's founder and CEO, who is originally from Williamsburg, expressed the significance of the project, stating, "We were committed to honoring the community's voice through a truly collaborative process that brought together many talented individuals from JMI and Share More Stories."
James Warren, JMI's Vice President of Brand Strategy and the founder of Share More Stories, echoed this sentiment, highlighting that the AAHT is not merely a historical endeavor but a platform for shaping collective history. "This project embodies everything that JMI stands for – connecting communities and creating meaningful narratives that deserve to be heard."
Through open dialogues with community members, JMI facilitated a space where residents could share personal truths and experiences. This sharing process unveiled key themes that highlight the African American experience in Williamsburg, such as resilience, faith, and education. Significant sites along the AAHT include the historic First Baptist Church, Braxton Court, and the Hearth Memorial to the Enslaved at William & Mary. These locations, alongside the impactful stories of figures like local trailblazer Herbert L. Cooke, celebrate African American heritage, history, and culture.
Barbara Olwig, Associate Creative Director at JMI and the lead copywriter for the project, emphasized the significance of the collaborative process in establishing an authentic narrative, stating, "Working hand-in-hand with community members was essential to creating a truthful and impactful story."
In addition to fostering inclusivity and truth, the collaborative effort significantly added depth to Williamsburg's narrative. Warren remarked, "This trail represents a tapestry of voices, blending our past with the present, and enriching Williamsburg's portrayal as a historical hub in America's ongoing story."
JMI's commitment to innovative brand storytelling, prioritizing community engagement and authenticity, is evident in this project. Their collaboration with Share More Stories demonstrates how technology can amplify marginalized voices and create a lasting impact. Frances Burruss, Director of Account Management and the lead for the project, stated, "We are grateful to the City of Williamsburg for allowing us to engage in this meaningful work."
As the AAHT takes shape, it promises to be a powerful testament to the strength of storytelling and the importance of historical recognition. JMI looks forward to continuing its mission of supporting communities in sharing their impactful narratives for generations to come.
For more insights into JMI's approach to community engagement and storytelling, visit
wearejmi.com.