B.E.N. is an initiative by Mediabrands Canada to discover and address inequities in the workplace for black-identifying employees.

The goal of the initiative is to provide support to current employees and make the media/advertising industry more accessible through educational youth outreach.

The logo conceptually builds on the initiative's three pillar mission while taking inspiration from the west and southeast African diasporic symbols for Umoja (unity) and Umjima (collective work and responsibility). Ultimately, the identity is designed to celebrate blackness in a professional context and acknowledge the talent and potential of black employees.