Building on the brand equity of a powerful social justice institution during a time of change to unite and empower educators and allies.
We worked closely with the leadership team, board, communications staff, and educators to create a new brand strategy, messaging, and visual identity.
Brand Strategy & Design Research
We began at square one for the Teachers Union with a mission, vision, stakeholders, and audience definitions. To gather information and insight, we designed a series of workshops to include diverse perspectives and create consensus. We convened leadership, educators, and the communications team to bring their experience and vision to their brand.
We also conducted qualitative research to deepen our understanding of their audiences. This way of branding is profoundly personal and contextual. It draws out diverse voices and data to reach a brand’s essence. Combining that insight with the organizational vision allows us to craft messaging that genuinely speaks to people.
Logo & Collateral Design
We created this final logo and system for the Chicago Teachers Union through iterative design. Combining visual assets with written ones, we compiled a set of brand standards used by their internal team to communicate the brand consistently.
We wrote a comprehensive set of standards for the CTU internal team to use when messaging and designing assets for their internal and external communications.