Define American is a culture change organization that uses the power of narrative to humanize conversations about immigrants. The organization leverages the influence of television networks to promote equity and reshape public opinion in America. They invited Madeo Studio to partner on the project and I contributed to its work as one of the designers on the team.

The Madeo team, which I was part of, dedicated weeks to discovery, research, stakeholder, and undertook a collaborative approach that reimagined the organization in a completely new way. The new brand moves away from the existing red, white, and blue signifiers of America and embraces a much more diverse, inclusive, and relevant reflection of America today.

Instead of providing answers, the new brand invites audiences to become participants in addressing what it means to be American.