Responses by Ben Bloom, affiliate resourceful director, Landscape.
History: As American citizens, we have an recognition of our civil rights but deficiency an knowledge of how to training them. DeWitt Lacy, a civil legal rights legal professional, attained out to our staff to make a cost-free useful resource to teach Americans on their civil rights. This collaboration led to the launch of Good & Common, an on line system dedicated to helping persons discover more about what their legal rights are and what to do if they are violated. The system translates Lacy’s considerable legal experience into obtainable and actionable details for each and every American.
Bigger image: We labored with Lacy to deliver his eyesight to existence in the sort of a new manufacturer and online source, starting up with exploration and strategy, leading to a visible id and world-wide-web design and style, and adhering to with writing and information generation for the digital encounter. About the subsequent a number of months, Lacy plans to connect with civil rights businesses to construct a nationwide marketing campaign framework that makes certain Excellent & Popular reaches an audience significantly and huge.
Design main: The brand has a perception of urgency that comes as a result of in the superior-contrast coloration palette and daring typography. We supposed to develop an id and platform that felt unique and unforgettable without having currently being superfluous, overly stylized or polarizing. The model also speaks to the major subject matter matter in this article, so the style and design technique wanted to convey a specific degree of gravity and trustworthiness.
The identification references a acquainted vernacular from the civil legal rights movement: daring, condensed typography and a reductive color palette of black, white and red. Functioning with Lacy, we drew inspiration from an “I AM A MAN” poster hanging in his office—as very well as other historical artifacts—and aligned around a visible system that pays homage to these highly effective graphics with a modern-day, broadly attractive emotion. The final result is a model that we hope will sustain its relevance, discuss to quite a few generations of people today and be extensible for Lacy’s team as the brand gains momentum.
We selected the identify Very good & Typical simply because it is universal, democratic and optimistic, reflecting the extended-time period eyesight for the platform and a perception that this information and facts is basic to existence as an American. It signals a feeling of unity and accessibility—a manufacturer that can act as a source for all people today. Good & Common’s values are also conveyed as a result of the symbol, which illustrates both equally a bookshelf to depict the know-how available by the platform, but also a peace sign, demonstrating the effects the system can have on Americans’ lives.
Navigation composition: The site’s homepage functions as a menu for navigating different civil legal rights subject areas. It characteristics big-scale typography that shows the matters plainly. Regardless of whether visiting the website at household on a desktop laptop or computer or on your telephone whilst you are out in the environment, the web page tends to make appropriate information uncomplicated and brief to accessibility at any offered second. Once a customer selects a unique matter, we needed to offer multiple methods of understanding, irrespective of whether that is accomplished by means of looking at or seeing films readily available in English, Spanish and Chinese.
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