For nearly 100 years, the ACLU has been our nation’s guardian of the freedoms defined in the Constitution. They’ve played a major role in almost every major social-change movement of the 20th Century.
While highly respected, the ACLU had been losing visibility, and its member base was aging. A new cohort of youth-led grass-roots movements had stepped up to defend rights and liberties. Since the ACLU does much of its work behind the scenes, many young change seekers were not even aware the organization exist. And if they were, they viewed it as a little staid.
We needed to engage this new generation by tapping into their energy and idealism. We needed not to just excite them about the ACLU’s mission, but equip them with tools to take action.
Conversations with ACLU affiliates and young change seekers across the country revealed a powerful truth: while The ACLU’s mission to preserve the protections and guarantees of America’s constitution might seem old-fashioned to some, it is more vital and urgent than ever before — and it’s a powerful call to action.
We gave them a purpose to guide every single aspect of the organization, including actions, identity, and community.
This purpose inspired a new visual identity that would resonate with a rising generation of activists. We then created ways to activate the purpose and reimagine the ACLU’s relationship with current and new members. This drove loyalty, membership, and donations.
We modernized the ACLU with a visual identity that captured the energy and momentum of action.
We empowered change seekers all across America by giving them tools and amplifying their voices as part of the ACLU.
We developed a grassroots-based effort to mobilize communities.
We partnered with celebrities during a significant cultural moment to drive awareness and spark debate.
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