Shriver Center on Poverty Law

Shaping a unified voice for a national audience

Social justice

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.

The logo container speaks to multiple perspectives, the Shriver Center’s role as a convener, and their intersectional approach.
The graphic devices developed for the brand can be applied in creative ways.
The new brand creates a look that unites and streamlines their advocate networks and programs.

Bringing it to life online

Big Duck collaborated with  Advomatic (now Four Kitchens) to ensure a seamless transition from creating the brand assets to executing it online.

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In the first six months since the rebrand, the Shriver Center’s annual fundraising gala was their most successful ever, raising more than $1M. The new brand is also a stronger platform to advocate against federal proposals harming communities of color and communities in poverty and for affirmative policies at the state and local levels. 


Big Duck created a brand that propels us toward the future. We will be able to engage new audiences and supporters across spaces, generations, and identities. It’s a brand that is deeply rooted in our mission and values — our focus on justice and equal opportunity, our belief that race equity and poverty alleviation are inextricably linked, our commitment to communities, and our recognition of our role as a trusted leader.

— Ambar Mentor-Truppa, Vice President of Communications, Shriver Center on Poverty Law