Establish a common visual language.
The brief called for helping people understand government functions and find the appropriate agencies, particularly when time and resources are limited. The work shown is an academic proposal; it does not represent an implemented campaign or measured change in civic participation.
Make participation feel personal.
I proposed Native to connect the campaign with ownership and belonging, while moving away from the crowded field of civic- and citi-based names. The brand board focuses the broad brief on socially engaged young adults.
A modified slab-serif mark conveys strength and structure. Its upward angle expresses progress, while the broader palette offers an energetic alternative to the category’s familiar blue.
Explore the original brand-development board
Naming, audience focus, typography, and palette rationale from the academic project.
Extend the idea through motion.
The animation studies develop the logo’s themes of togetherness and forward/upward mobility. Different color treatments and motion backgrounds explore how that idea can retain its character across changing visual contexts.
Adapt the expression.
Stationery takes a more subdued approach for internal communication and business relationships. The tone changes with the use, while the central visual language remains recognizable.
