The Green Party of the United States
The Green Party of the United States (GPUS) has a significant problem in attracting new volunteers and voters, even with the utter failure of the two main parties to forment and deliver any sort of positive benefit for the nation.
GPUS approached me to help them rebrand. One of the key issues with such a project however is that there is no centralized structure in the party (deliberately), and only a handful of full-time party workers. I set them the task of conducting research into their membership and target audiences, with a deliverable of creating a unified party strategy and goals that could form the basis of a branding brief.
After 6 months, GPUS came back to me with their results, and following an RFP involving several other companies, I was chosen to lead the project. To help make the most of the minimally budgeted time allocated for the project, I created a workshop that could channel the Steering Committee and help identify some brand directions before beginning design and messaging work. This proved very useful in our coalescing around this direction at the first round.
A central aspect of Green politics is the 4 pillars (Peace, Ecology, Democracy and Social Justice). Many associate the party only with ecological issues, so getting the other 3 across was critical. After much sketching, I settled on the square as the most direct, memorable and easily-reproduced icon that includes ‘4’ sides. However, to help impart the sense of grassroots and non-corporate which also guides GPUS, I wanted the square to be hand-painted. This aesthetic, balanced with the personality and quality of Joshua Darden’s Omnes typeface, forms the new GPUS brand identity.
The brand is completed with almost 400 separate pieces of artwork, comprising versions for internal, states, and Spanish-language usages. The pillars themselves have unique iconography, bound by a motif of ‘hands’ (representing the grassroots and humanity of the party) in a series of positive and active colors.
Supporting the visual brand is the messaging. For this, I felt that the most important thing for a party which is ill-understood, if listened to at all, was to quickly and memorably define themselves in the minds of their target audiences. These audiences are disaffected Republican and Democratic voters, young people in general, and African-American and Hispanic voters in particular.
I created a message structure which empowers the current party members to tell why they are members — #IAmGreen / #WeAreGreen because… The other side of the strategy is to use the pillars and key values to help share GPUS policies and foster debate around them (#DemocracyIsGreen, #PeaceIsGreen etc). This helps to focus party messaging to succinct and resonant statements, rather than long-winded nuanced missives which can be so commonplace now.
This messaging is squarely aimed at social media usage, and will hopefully lead to many people beginning a conversation with the party and ultimately getting involved to bring about real change.
Brand concept — 4 key pillars are Peace, Ecology, Social Justice and Democracy. Together they form a square, dynamic and iconic.
Each state currently operates as an independent party, and will need to have its own identity as part of the rebranding. These are not finalized yet, but the artwork will likely be a straight swap of ‘US’ for the state acronym, and a more expressive version of the square. This features painted stripes in the state colors (though taken from the GPUS brand palette), across the right side of the square to form an arrow.
GPUS letterhead and business card
Social Media header image (Facebook in this case)