Because the ACLU does much of its work behind the scenes, many young activists driving social change were unaware of the organization, or thought of it as staid and remote.

The task was to immerse these activists not only in the ACLU’s mission but equip them with the tools to take action.

To do this, we developed a comprehensive communications plan including a galvanizing new purpose, tone of voice, and bold messaging, along with an activist platform called People Power that gave community organizers practical tools to activate members and non-members in a new way.

Lastly, we refreshed the ACLU’s brand identity and logo to modernize the brand — using layered images, headlines, and graphics to evoke a feeling of collective joy, energy, and diverse perspectives coming together as one.