CHALLENGE
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To re-imagine every aspect of the Miss America organization from the messaging to the ABC broadcast show to the merchandise to the very vocabulary used — repositioning Miss America as a woman’s empowerment and scholarship organization. Within months, Miss America 2.0 was on the front page of every newspaper, topic of every news show and late-night talk shows, trending on Twitter — suddenly, everyone was talking about, having an opinion about and caring passionately about the future of Miss America. So, we created the mission statement: Prepare great women for the world. Prepare the world for great women. Then, we designed a modern logo replacing the antiquated one from the 1950’s. And rebranded it as Miss America 2.0
