The Families and Workers Fund believes we have a once-in-a-generation chance to build a more equitable economy.
The Families and Workers Fund believes we have a once-in-a-generation chance to build a more equitable economy. In the organization’s view, the COVID-19 crisis laid bare the injustices and broken societal systems that span economic, racial and geographic lines. Now we have an opportunity to reimagine these systems and rebuild them from the ground up.
This five-year collaborative counts Twitter founder Jack Dorsey and novelist MacKenzie Scott among its leading philanthropists, as well as the Ford Foundation, Rockefeller Foundation, Conrad N. Hilton Foundation, Morgan Stanley Foundation and many others.
We worked closely with Said Differently Consulting and the team at the Families and Workers Fund to explore a brand identity system that speaks to the economic reality that many Americans face today and the fairer economic systems that the FWF aims to deliver.
Visit WebsiteA Brand Built with Heart and Soul
Given the gravity of the project’s mission, it was important to develop an identity that didn't downplay the struggles and inequities that have long plagued the United States. Before the COVID-19 pandemic, more than 40% of families could not afford basics such as rent and childcare. During the pandemic, layoffs fell hardest on those earning the least, with nearly half of the lowest-paid workers losing their jobs.
The resulting brand system speaks to those realities with honesty and humanity, relying on the old adage "show, don't tell" to highlight the statistics and economic truths by using timely imagery and newspaper clippings to portray this struggle.
We wanted to contrast this somber picture with one of optimism and hope. The founding of the Families and Workers Fund sets the stage for a new vision of using philanthropic investments to advance jobs that uplift people and the development of a more inclusive, effective public benefits system alongside the federal government.
The result is an identity that speaks to the true essence of the United States, a work in progress bolstered by its willingness to form a more perfect union.
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