CONCEPT
"The monarch butterfly represents the beauty of migration. We belong to nature, and nature has no borders. The butterfly is a symbol for the right of all living beings to move freely."— FAVIANNA RODRIGUEZ
RAÍCES created their 501(c4), “RAÍCES Action” in 2019 to publish political statements, co-create policy, and spearhead political reform aiming to improve the immigration system in the US. The visual identity adapts a well-known symbol for migration and transforms it into a strong and strategic statement, invoking folded paper, and the political maneuvering that the diligent work requires. Tasked with developing a brand identity which could partner well with their existing 501(c3) brand, I created a wordmark and logo icon that could work separately or together, while consistently communicating the communications strategy of the brand. The website design and supporting graphics create a clean and dynamic look easily utilized by all of our content teams, establishing consistency in cross communications. These visuals served as the brand identity from 2019 to about 2023, when the org fell under new leadership.
PRODUCT
Brand Identity
Creative Brief
Logo
Style Guide
Mobile Site
Web Site
Social Media templates
Paid Media Ads
Collateral
Promotional materials
CLIENT
RAÍCES (Refugee and Immigration Center for Education and Legal Services)
CREDITS
Art Direction and Design, Mackenzie Crone
Design Support, Jessica Peng
Web Design, Mackenzie Crone
Web Strategy, Ki Ellwood
Digital Illustration, Jessica Peng and Mackenzie Crone
Project Management, Ki Ellwood
Web Development, Brendan Colthurst, Justino Mora, Eva Lieu, Sabrina Hernandez, Julian Ubaldo