When Pulitzer Prize winning journalist Jose Antonio Vargas decided to “come out” as an undocumented immigrant, he came to Fission. We designed a brand identity and web presence that framed his amazing story in context and encouraged others to share theirs as well. 

 

The question at the foundation of the new organization’s identity was to ask all Americans to consider how they “Define American.” The “?” stands out as the largest element in this logo and strongly emphasizes the question in the viewers mind. The logo displays a range of blues with a red accent as a secondary color on assets such as the website. The use of a variety of blues with red is meant to convey diversity amongst Americans and draws upon the American Flag for the color theme. 

 

The campaign encouraged the sharing of thousands of other stories of undocumented Americans through its website, and spurred a new conversation about immigration across the country that has included everyone from Stephen Colbert to Secretary of State Hillary Clinton and from DREAM activists to the Republican mayor of Uvalda, Georgia.