Shaping a unified voice for a national audience
For more than 50 years, the Shriver Center on Poverty Law has been critical in the fight for economic and racial justice. With deep local and state advocacy roots, the organization had also evolved to a national portfolio of work. They needed unified brand assets to express themselves consistently across all touchpoints and media, and to align their staff around a unified message.
Branding on a national stage.
The Shriver Center on Poverty Law advocates for change in the areas that have the biggest impact on the lives of people experiencing poverty such as community justice, economic justice, health justice, and housing justice. They also recognize race as inextricable from poverty, so their strategic plan called for a racial justice analysis to be applied across their work. Our challenge was to unify their networks and programs into one powerful, national brand.
A strategic collaboration.
Big Duck collaborated with senior leadership and board members to create a brand strategy built from their strategic plan, then developed a fluid and flexible visual identity and brand architecture system centered around racial justice.
Unifying the pillars of change
Like many organizations with multiple programs addressing the symptoms of poverty, it was difficult for the Shriver Center to communicate everything they do and why. As they increase their visibility nationwide, they knew it would be important to build organizational competency using strengths-based language to discuss the racial justice implications of economic disparities. We polished the Shriver Center’s new identity with a simplification of their name (from “Sargent Shriver National Center on Poverty Law” to “Shriver Center on Poverty Law”), a new tagline (“For economic and racial justice”), and worked with them to create organization-wide messaging so the Shriver Center can communicate with power, clarity, and consistency.