The conversation around Pitch Black’s exciting evolution was nothing short of inspiring. Stephen Green, Executive Director of Pitch Black, and Eleazar Ruiz, Founder and Principal Designer at Odd Notion, shared how Pitch Black grew from a simple community gathering into a full-fledged platform for Black entrepreneurship. Green walked us through the event’s history and impact, while Ruiz detailed the thinking behind the powerful new design system. Their vision: a scalable, flexible platform that empowers Black entrepreneurs and plants seeds of opportunity across the country.
The Genesis of Pitch Black
Stephen Green explained that Pitch Black started in 2015 simply as a party to highlight Black businesses in Portland. Green said it was inspired by combining the energy of Shark Tank and America’s Funniest Home Videos, with the audience picking winners. “If you know those two shows came together, that’s essentially what you see at our showcase event,” Green said.
Evolving into a Platform
Green shared that over the years, Pitch Black has grown from a local event to a national platform. He proudly noted, “Since 2015, we’ve done 13 events, and in Portland alone, 81 businesses that hit our stage have gone on to raise over $200 million.” It’s no longer just about a night of pitches — it’s about sustained empowerment and non-dilutive grant funding.
The Rebrand: Home of Black Ideas
Eleazar Ruiz spoke about how Odd Notion approached the rebrand. “The tagline ‘Home of Black Ideas’ really wrapped it all together,” Ruiz said. He emphasized building a system that allowed Pitch Black to flex across industries and cities. By using vibrant photography and a variable-width typeface, the platform can now stretch into food, tech, culture, and beyond — all while staying true to its core mission.
Why Portland? Why Now?
Both Green and Ruiz touched on Portland’s unique vibe and the city’s historic reluctance to “control its narrative.” Green explained, “If you were on the Oregon Trail, you chose community over gold. That’s still who we are.” He added, “People doing the most are the least likely ones talking about it,” highlighting the humble yet powerful spirit driving Pitch Black’s momentum.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
