Define American is a culture change organization that uses the power of narrative to humanize conversations about immigrants. The organization leverages the influence of television networks to promote equity and reshape public opinion in America.
Deliverables
Product, Branding
Role
Product, Branding
We dedicated weeks to discovery, research, stakeholder, and undertook a collaborative approach that reimagined the organization in a completely new way. The new brand moves away from the existing red, white, and blue signifiers of America and embraces a much more diverse, inclusive, and relevant reflection of America today.
The website redesign aimed to help them better connect with audiences and to establish a brand system that can scale across platforms with both great flexibility and visible consistency.
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Instead of providing answers, the new brand invites audiences to become participants in addressing what it means to be American.
