As a leading civic watchdog, Citizens Union has worked tirelessly to make democracy work for all New Yorkers for over a hundred years. In the lead up to its 117th anniversary, Zago began rebranding this iconic organization. We worked closely with Citizens Union to develop strategic written and visual communication that would enable them to remain impactful into the next century. Our work sought to build on the non-profit’s rich tradition, highlighting its strongest assets, and refreshing its message with clear, sophisticated, inviting language and visual design.
Visual and communication audits helped determine the strength of the existing brand and message. We provided strategic recommendations through extensive primary research that included interviews and surveys of internal and external stakeholders and analyzed civic, activist, and civil rights sectors. Our research findings informed a new brand strategy that focused on expanding the organization’s reach to include new audiences and help deepen their engagement with existing supporters.
We refreshed the logomark to retain the strongest visual elements of its history. The vertical orange and blue bars of the new mark speak to the connection with the state flag and communicate the civic nature of the organization. This refresh enables the mark to be used easier across brand touchpoints and creates the opportunity for a stronger identity system with secondary elements.