How Do You Define American? This Project Explores That Question
How do you define American? With the recent DACA (Deferred Action for Childhood Arrivals) news, this is an increasingly complicated question. So to reinforce the importance of the topic at hand, we wanted to highlight a branding collaboration between immigrant advocacy organization Define American and design and branding agency The Working Assembly.
Define American uses the power of story to transcend politics and shift the conversation about immigrants, identity, and citizenship in a changing America. After the NYC-based design agency revamped the Define American website in 2015, the non-profit tapped The Working Assembly recently to create a holistic rebrand, complete with primary and secondary identities, brand guidelines, and a video graphic/identity treatment.
The result? A crisp, modern look and feel for the brand that’s adaptable and flexible. Also included was a shorthand mock up of the company’s logo that can be used in small spaces. At the request of Define American, The Working Assembly incorporated a question mark, to symbolize the question “How do you define American?” as a patriotic act.
The updated brand identity conveys strength and power to parallel the non-profit’s narrative. The refresh also opens a dialogue about immigration to a broad audience.