Rise is a civil rights nonprofit that helps everyday people pen their own civil rights into existence. They exist to challenge broken systems, shifting the power from politicians to the people. Despite their profound impact, Rise encountered a critical hurdle: their digital footprint failed to convey the rich tapestry of their campaigns and projects, resulting in a diminished comprehension of their initiatives and a misalignment with their brand identity. Users reported being confused or unsure about the purpose and mission of Rise, as well as how to find information about their programs.

Rejuvenate the brand in a manner that honored its heritage while infusing it with a contemporary allure, appealing to a diverse audience ranging from students to policymakers. The client wanted to stand out from their peers and showcase their brand as bold and audacious as their projects, their team, and their goals. This challenge extended from their website, to their social media pages, and to their newsletter.

The journey to redefine Rise's voice was rooted in deep conversations and diligent research. This quest began with an immersive exploration of Rise's history, values, and aspirations, delving deep into the narratives that shaped their identity.

Conversations with Rise's leadership illuminated their vision for the organization's digital evolution, articulating a desire to not only showcase their expanding programs but also to forge meaningful connections with a diverse array of stakeholders. These dialogues served as compass points, guiding our strategic endeavors and ensuring alignment with Rise's overarching mission.

Beyond the boardroom, my research extended into the heart of Rise's community, where I engaged with employees, volunteers, and beneficiaries alike. Through in-depth interviews and focus group discussions, I gleaned invaluable insights into the nuanced needs and aspirations of Rise's audience. These interactions not only provided a panoramic view of Rise's impact but also informed the content strategy, ensuring that every piece of digital collateral resonated authentically with its intended audience.

As the architect of this transformation, I introduced a fresh set of brand guidelines, injecting vitality into their previously static digital landscape. Departing from the monotonous dominance of orange, we embraced a palette that exuded vibrancy and warmth, mirroring Rise's ethos of inclusivity and empowerment.

The new color palette builds upon the original orange base. These colors are influenced by the shades of a sunrise. They inspire hope & action through lively combinations.

By introducing new fonts, we refresh the existing brand with new attitudes & tones. The three typefaces - representing Heading, Body, and Subheading respectively - are inspired by the posters & protests of the 60's - 70's

Rise's website was revamped with new pages dedicated to each program and a thorough homepage that captured Rise's essence, mission, and values. Their social media pages also reflected this change, with more diversity in content and visual design.

The new redesign resulted in increased traffic to Rise's website and social media pages, increasing their brand visibility and improving their positioning. This also helped attract new audiences, including new volunteers, program participants, and donors.