| Drug Policy Alliance
2011 REBRAND 100 > distinction Enterprise Rebrand Country Base: USA Industry/Sector: Non-Profits, Institutions, Foundations, Government, Healthcare, Pharmaceuticals Below: Before and After Images in Slide Show, Summary, Credits • Video Below Slide Show 
Summary: Industry Setting The Drug Policy Alliance is the nation’s leading organization envisioning and promoting new solutions to the war on drugs. They work to reduce the harms of both drug use and drug prohibition by bringing together citizens and policymakers to create effective drug policy practices. Challenge The Drug Policy Alliance is building a movement for large-scale reform. Their brand needed to actively engage members and intensify support by bringing new energy to its communicative and visual expressions. Strategy The simple and direct statement of “We are the Drug Policy Alliance” was developed to build on the equity of their name and act as a rallying cry for internal and external supporters. The visual program was enhanced with bold typography, saturated color, and authentic photography, capturing real supporters as they were engaged in real events. All communicative decisions were evaluated on their ability to connect with and inspire their community. In addition, some brand elements were intended to be flexible such as the “We are the Drug Policy Alliance” statement transforming into “I am the Drug Policy Alliance” when worn on a t-shirt. Employees were also given the opportunity to author personal statements to be placed on the back of their business card about what inspires their work and why they have joined this alliance. By bringing voice to individuals, the collective whole was better amplified. Result The effort has yielded a brand that accurately captures the spirit of the organization and embraces the movement they lead. Credits: Client: Drug Policy Alliance - www.drugpolicy.org Managing Director, Communications: DeDe Dunevant Brand Strategists/Designers: Beveridge Seay, Inc. - www.bevseay.com Creative Development: David Feinstein, Nick Seay, Meghan Still [back] |
