Building a more equitable future

Building a more equitable future

Families and Workers Fund
  • Branding
  • Content Strategy
  • Design
  • UX
  • Art Direction

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 Website
“The pandemic exposed what we’ve known for too long: our economy isn’t working for working people. But from one of the most painful, tragic chapters in American history, a watershed moment for recovery has emerged. We are positioned to reimagine an equitable, worker-centered economy, with sustainable jobs and 21st century benefits as the engine.”
Darren WalkerPresident of the Ford Foundation

A 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.

“We love our website, design framework and logo. You did a fantastic job, and our website makes us stand out in our sector. It was fantastic working with you, and I look forward to hopefully working together again in the future as we grow.”
Rachel KorbergExecutive Director of the Families and Workers Fund

Featured In

The Washington Post
Associated Press