Building political power.

TIDES ADVOCACY

Tides Advocacy is a team of political, legal and financial experts that fuel movements for social justice based in San Francisco. They partner with philanthropists, activists, policymakers and private sector leaders to build political power through initiatives and campaigns so we can have a healthy democracy that works for everyone.

After launching the new brand of their parent company Tides, we moved on to create the new brand for Tides Advocacy. At a time when our democracy is continually under threat, the brand needed to stand out more than ever to attract a wider base of progressive, political audiences.

An identity to support a growing, political movement.

Although Tides Advocacy was inheriting the fundamental brand positioning of Tides, they still needed to define their personality and tone of voice for their unique audiences. We worked side-by-side with their leadership team and board of directors to develop a powerful brand and communications strategy.

Their logo concept is driven by their tagline, ‘Winning Strategies. Building Power.’ so it needed to illustrate a growing movement. Because they’re a political organization, instead of using the requisite reds and blues from political campaigns, we used a bright cyan and magenta to give it its own spin.

Reclaiming the far-right images of American liberty and freedom.

By using bright tones of cut-out images and bold headlines, the look and feel became a nod to protests and political posters. We used traditional American icons of liberty and freedom as a direct response to the political right, believing that they shouldn’t have the monopoly on this imagery and certainly shouldn’t be using it to represent the opposite of what a real democracy is all about.

What we delivered.

Brand Strategy

Research & analysis
Core essence
Personality
Tone of voice
Brand Voice

Positioning statement
Elevator pitch
Brand promise
Descriptor
Key messages
Messaging hierarchy
Brand Identity

Logo
Family of fonts
Color palette
Photography style
Brand book
Brand Experience

Brand launch campaign
Social media profiles
Brochure
Promotional materials