Brand Personality & Narrative
Name & Tagline
Visual System Design
With a highly controversial President in office, the “Resistance” movement sweeping the nation, and the 2018 midterms on the horizon, MoveOn—the pioneers of digital activism—sought to reposition and reinvigorate its brand and digital platforms to harness the power of the moment. Through this initiative, RedPeak armed MoveOn with a more engaging platform to mobilize its 7 million members, created a cohesive digital experience, and built a brand to empower the next generation of activists to start movements and influence political outcomes in the US.
MoveOn’s refreshed brand strategy celebrates its role as the catalyst for People-Powered Progress in America. Rooted in this idea of mobilization, the identity RedPeak designed represents many voices coming together to fight for progress under the banner of justice, democracy, peace, care, and equality—all values that our research uncovered as uniting Americans. Along with the brand, we brought MoveOn’s digital platforms into the 21st century with an updated website that's technically on par with the best digital platforms in the world.
This dynamic, digital-first brand makes MoveOn relevant and ready to disrupt today’s complex political climate. This brand is powerful, bold, uplifting, and stands for unity and action in an age of political polarization and confusion.