iCivics

For the Future of U.S.

Surrounded by political division, distrust, and polarization, too many young people are losing confidence in our country — and democracy itself. At this critical moment, leading civics learning provider iCivics partnered with BBMG to expand its mission and mandate and advance a nonpartisan movement to protect, preserve, and strengthen our constitutional democracy, starting in the classroom.

Founded by the late U.S. Supreme Court Justice Sandra Day O’Connor, iCivics offers award-winning games, interactive lessons and other free resources to help students nationwide understand the principles of democracy, the structure of our government, and the rights and responsibilities we share as citizens.

Through in-depth research with educators and civic leaders, and collaborative workshops with iCivics’ cross-functional team, we helped develop a new brand strategy, story and visual identity to inspire a passion for civic learning so that young people can shape the world around them and see and believe democracy works.

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Brand Architecture
Brand Strategy
Voice and Messaging
Visual Identity
Photography
Brand Video
Asset Design
Website Consult

The Best Way to Strengthen Our Democracy is to Teach It

The new brand strategy positions civic learning as a powerful way to inspire confidence in our nation and foster a sense of belonging for all of us. And the new visual identity emphasizes collaboration and shared endeavor as ways to strengthen our democracy and build a future we can all believe in.

A Three-brand System to Catalyze a Movement

To help iCivics inspire teachers and students and activate a broad coalition of civic leaders, we designed a three-brand system –iCivics, iCivics Education and CivxNow – to guide the brand vision, provide resources in the classroom and advocate for local, state and federal policy.

Raising Our Democracy

The new iconography, graphic patterns, and grid system create a brand expression that evokes a sense of energy, excitement, and solidarity. And by leading with purple, we’re highlighting unity and shared purpose.

A Stronger America Starts in the Classroom

We produced a photo and video shoot with participating schools to create a customized photo library and anthemic brand video. The library captures engaged students in and out of the classroom, portraits of empowered students and educators, and environments that celebrate our spaces and nation.

Advancing Education, Leading a Movement

To help launch the brand, we created the foundational messaging and design elements for our web partners Ronik and the iCivics team to build a new digital home so the brand can reach, engage and inspire students, teachers, administrators, and families nationwide.

“Seeing the new brand makes me so proud of iCivics. The website, branding and messaging have completely elevated the organization and our cause. A huge congratulations and thank you to everyone involved. My mom would be wonderfully proud of all of you!” 