In 2016, the ACLU was adrift. Membership was aging, awareness was low, and their mission was foggy. We helped give them a north star and a plan on how best to move there as a contemporary organization. And we did it just in the nick of time!
Mission
The organization required a new identity, an approach that was principled, but not rigid. With the ACLU moving forward with a more activist mandate, the system needed to perform as a flexible toolkit for a band of supporters who would be encouraged to speak on their behalf.
Identity
After the election, the ACLU started to hang out with some pretty cool friends. We wanted to leverage their support, and take advantage of the global stage they were about to take to give voice to our urgent mission. It was a simple gesture, but one that provoked questions never before asked on a red carpet watched by millions.
Oscars
On the occasion of the Inauguration, we thought it was important that Donald Trump wasn't the only one who was going to take an oath to protect and preserve the Constitution. We needed to ensure that every American was prepared to protect what was sure to be transgressed.
The Oath
This entire effort was done in partnership with Open. Hire these guys. They are incredible. I’m not saying this brand book was the only thing protecting this country from constitutional collapse, but it sure didn’t hurt.
