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FOR THE STRUGGLE
Visualizing a Bold, New Direction for a Nonprofit Combatting Social Injustice in Charlotte.
OVERVIEW
For The Struggle, a growing community service organization dedicated to combatting systemic injustices in Charlotte, needed a new brand identity that bolstered their media presence as they evolved from a grassroots organization to a growing establishment working to support and uplift the Black community.
03/ VISUAL SYSTEM
Commemorating African American history with the Brand Assets.
The Logotype draws inspiration from protest signs dating back to the Civil Rights era and the brand colors reflect the colors of the Pan-African Flag.
02/ OBJECTIVES
Make Some Noise
Garner media attention and boost brand visibility to raise awareness for these issues.
Communicate the "Struggle"
Raise awareness about the issues facing Black Charlotte residents and how they fall into "the struggle"
Stay Authentic
Keep the "grassroots feel" alive to continue connecting with the Black residents they aim to support.
04/ LAUNCH CAMPAIGN
We launched a brand campaign communicating the primary motivators that are affected by the brand's namesake and purpose: "the struggle."
05/ RESULTS
For The Struggle's new identity was met with increased corporate giving, more local media coverage, and a segment on the Kelly Clarkson Show all within 1 year of the rebrand launch and campaign.
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