Define American
New brand identity dedicated to American immigrants
The new brand moves away from Define American's existing identity's red, white, and blue signifiers of America and embraces a much more diverse, inclusive, and relevant reflection of America today.
Overview
Define American is a culture change organization that uses the power of narrative to humanize conversations about immigrants. The organization has been recognized by Fast Company as one of the most innovative organizations in the world for causing a stir by leveraging the power of television networks to make the world more equitable and for reshaping American public opinion.
The culture change organization invited Madeo to rebrand their identity to help them better connect with audiences and to establish a brand system that can scale across platforms with both great flexibility and visible consistency.
The Madeo team dedicated weeks to discovery, research, stakeholder interviews, branding workshops, and undertook a collaborative approach that reimagined the organization in a completely new way. The new brand moves away from the existing red, white, and blue signifiers of America and embraces a much more diverse, inclusive, and relevant reflection of America today.
Instead of providing answers, the new brand invites audiences to become participants in addressing what it means to be American.
