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Partner Story | Social Justice

Southern Coalition of Social Justice

Crowd Academy | Branding, Course Material Design

This collaboration started with a test, a tight deadline, and a mission:  "We need to teach our citizens about gerrymandering. We need the mark to have an organic/grassroots feel, and this new initiative needs to mirror the branding of a nationally-respected organization. Are you up to the challenge?"

 

This project was the largest-ever effort in the South to engage citizens in creating mapping proposals that reflect their desires during the 2020 round of redistricting. The goal was to produce branding, educational materials, and kits that would help citizens politically empower their decisions for redistricting.

Thinking Backwards. Moving Forward

After Zooming with Kareem and the team at SCSJ, we looked at the progression of the rebrand and created meaning for their new symbol. Once meaning was established, we moved forward and created a new mark for Crowd Academy based on our system of symbology.

We develop stories out of brand history and reinforce it through symbolic meaning.

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Crowd Academy Booklet Example done by African American Graphic Designers
Crowd Academy Handbook - Distributed to Southern States

Results

Through working together we created a visual system that was modular enough to reflect nuiances of each Southern state utilizing the Crowd Academy material.

  • Logo
  • Templates
  • Swag
  • Signage
  • Handbooks
  • Illustrations
Kareem Crayton

Testimony

Kareem Crayton

The AAGD Team reverse engineered our new identity to come up with a presentation that brought a logical and thorough explanation of their process to the Crowd Academy logo. They were a bunch of easy-going, hard-working designers bent on amplifying the voice of our citizens.

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