Rebranding Mark Zuckerberg's nonprofit to span America's political landscape

FWD.us

Rebranding Mark Zuckerberg's nonprofit to span America's political landscape

FWD.us

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ROLE

Design Lead / Art Direction / UI & UX Design



ROLE

Design Lead / Brand Concept / Art Direction / UI & UX Design 

Successfully developed a new visual and verbal identity and a web platform that empowers FWD.us, a non-profit founded by Mark Zuckerberg and Bill Gates, to do what it does best — break through partisan polarization to move America forward.

Successfully developed a new visual and verbal identity and a web platform that empowers FWD.us, a non-profit founded by Mark Zuckerberg and Bill Gates, to do what it does best — break through partisan polarization to move America forward.

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The Challenge

FWD.us was launched in 2013 to pursue comprehensive immigration reform in America. By 2017, the organization was known for its smart, nonpartisan approach to policy reform, and was preparing to add the criminal justice space to its remit.

The election of President Trump and the heightened polarization of America’s political parties put these two challenging issue spaces under even more social and political strain. FWD.us recognized a need to refresh its brand identity so that it could speak to Americans across the political spectrum, focusing on improving the country by rebuilding its broken systems, regardless of partisan politics.

Insight, Strategy & Theory of Change

We can’t always unite Americans across political parties, but we can mobilize them around ways to realize the country’s core ideals.

People who care about seeing America succeed exist across the political spectrum. By focusing on smart actions toward collective prosperity, universal American values like opportunity and advancement, and the diverse range of people who make the country great, FWD.us could speak to Americans in a way that deprioritized political identity and focused instead on reform opportunities to benefit everyone.

 

 

Brand Identity System

The new identity is a visual representation of the FWD.us’ approach: To strategically move the right pieces forward to unlock something new. The new identity is very much in motion: It leans heavily on forward movement and we see a lot of pieces unlocking in the collateral, visually emphasizing FWD’s big message. The new identity strikes a balance across party lines: The F-lettermark is impactful and active, while the serif wordmark balances the identity out to appeal to grasstops audiences as well.

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Typography & Color

With typography, we chose a distinguishable serif font to balance out the blocky shapes. The color system leans heavily on black & white, leaving main stage to big, natural photography. It’s accentuated by the occasional color pop, making call-to-actions stand out, especially online. and white to give main stage to the big, natural photography. accentuated by the occasional color pop to make the identity stand out, especially online.

 

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UX & UI Redesign

We did a full redesign of the website user experience and user interface, focusing especially on highlighting relevant actions to take and the mobile experience.

 

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