Uniting Across Difference
In the Summer of 2020, the death of George Floyd invigorated the fight for justice and equity and emboldened advocates everywhere. Students at Dominican University had long advocated for an office that unified communities to better educate each other and stand in solidarity. Thus, the Center for Cultural Liberation was born.
In the process of creating the brand identity for the CCL, I hosted a series of focus groups with students to discover the reason behind their advocacy for the creation of the CCL. This branding project carried the weight of a new slate, in which different perspectives could come together in solidarity during a difficult time in history.
I was tasked with creating a brand identity that communicated a bold, liberating, and community-oriented message to students.
To encompass the full spectrum of perspective and lived experience brought by students to this center, I created a mark that encapsulated crucial themes in cultural identity across communities.
Lastly, it was essential that the center counted with a visual language that was easily translatable into digital media. The context of the COVID-19 pandemic made the importance of a loud digital presence for the CCL all the more important.
