Senior Brand + Creative Director
Creative Challenge:
The Center for American Progress (CAP) is an independent, nonpartisan policy institute that is dedicated to improving the lives of all Americans through bold, progressive ideas, as well as strong leadership and concerted action. Their goal is to change the conversation, but to change the country.
Founded in 2003, CAP engaged the team at Wide Eye to name and brand their 20th Anniversary event— inclusive of an aligned strategy, future-forward name, and a powerful,
evolved visual identity. In designing an authentic strategy for this critical moment for their brand, it became apparent that there was a strong legacy and reputation, but a lack of alignment on what the brand represented, present and future.
Creative Solution:
We audited messaging, brand materials, and decades of progressive policy achievements and aligned on a central purpose for the organization in their Anniversary moment. Navigating stakeholders, staff, and executive leadership, our team drove a process of consensus among the many passionate advocates for American progress at a tumultuous and divisive time in United States’ politics and a transitional time for the organization itself.
We landed on the words of an inspiring new leader (2021) of the organization, Patrick Gaspard, for an articulation of the potential and possibility of the future of CAP and our country. He said,
“We move boldly forward in the face of challenges, with learnings under our belt, and expertise that has been hard-earned. We invite partners to move forward with us, and face what is ahead of our country, and without hesitation, in the true spirit of the Center for American Progress.”
This excerpt and unifying theme, “Boldly Forward” was paired with a bold and vibrant visual system that was on brand for CAP, but expanded their brand for a new era. The visual system integrated a bolder palette and layered in design elements that were easily scalable and unequivocally future-forward. The brand embodied the spirit of resilience and resolve that CAP was known for while inviting a new generation of partners to take part in their work towards American progress.
Project Team:
Creative Director, Copywriter + Strategy Lead: Elizabeth Bawol
Senior Project Manager + Strategist: Danielle Kantor
Art Directors: Victor Ware, Sharon Taylor
Senior Designer: Sebastian Arrendando
CEO + Founder, Wide Eye: Ben Ostrower