The Promise
Brand Identity // Web Design // Art Direction
Brand Identity // Web Design // Art Direction
The Problem: As of 2020, Philadelphia is the poorest big city in the nation, with 23% of individuals living on less than $26,000 a year and 11% living on less than half of that. The Promise: A multi-year initiative to raise funds that invest in the city in ways that work alongside Philadelphians to increase their income and build sustainable careers.
We partnered with United Way of Greater Philadelphia and Southern New Jersey and the City of Philadelphia to create an identity for The Promise that could help build trust and confidence, infusing the brand with the energy and resolve needed to see this vision through.
Built on the foundation of collective knowledge and proven interventions, The Promise is an ambitious plan to shift the momentum of poverty in Philadelphia. Our brand identity illustrated the framework for action, a commitment to strategy, and a focus on clear and measure-able results. Through the contrast of bold typography and straightforward metrics, paired with concise but thought-provoking headlines and imagery, we were able to balance the urgency of action with the clarity of our research and analysis.
Our color palette focused heavily on stark black and white because although the challenge of poverty is complex, the solutions don’t have to be. Upon this baseline we infused a bright pop of yellow to inspire the brightness and positivity we see on the other side of The Promise. A business-minded, complementary display font and softer, more approachable body font rounded out the system seen across all touchpoints and welcomed the community into the fold.
Brand Identity // Web Design // Art Direction
Studio: J2 Design // Creative Directors: Brian Jacobson and Cara Cox // Design Rollout Support: Sam Cush
Photography: Unsplash // Development Partners: Impart Creative
