United We Dream
PROJECT OVERVIEW
United We Dream is a youth activist group focused on immigration rights and reform. Since inception, The United We Dream Network has put immigrants at the forefront of their organization. Their bold and bright aesthetic parallels with the vibrancy and passion showcased through their initiatives, however inconsistency in their branding causes confusion in navigating the organization.
Accolades: 2019 Society of Typographic Arts 100 Winner
FUNCTION
Branding/Identity
Logo
Illustration
Hand Lettering
Art Direction
REBRAND OBJECTIVE
The goal of this rebrand is to develop a consistent system that can be translated into each branch of The Network that still captures the youthful essence that the organization was founded upon. In a loud political climate, UWD must breakthrough the visual noise, while continuing to be the disruptive leader in this category.
LOGO DEVELOPMENT
Logos explored three conceptual buckets of “Americana,” “Unity,” and “Voice.”
finAL BRANDMARK
The final brandmark incorporates iconic USA flag through structure and form. The varied letterforms along with the elongated “E,” representing the American flag, parallels with the idea of what it truly means to be living in America in present day. I chose this direction to challenge the ethos of the “American Dream,” since much of the country’s current economic and social prosperity is due to immigrant contribution.
SECONDARY ELEMENTS
These expressive phrases are used to supplement the brand carried throughout United We Dream’s messaging platforms. The handwritten marker style was chosen to emulate rally posters that volunteers and members often go to.
AREAS OF EXPRESSION
The brand logo will be used to brand United We Dream as an entity. Handwritten expressive script can be used as a secondary element that can be used in applications such as merchandise, posters, and other informal use-cases.
Brand Applications
INFORMATIONAL MATERIAL
The primary brandmark and orange and blue colors are used for any materials to be distributed.
