PACT! — The Power to Act!
Client:
PACT!
Brand Identity
Art Direction
PACT! — The Power to Act!
Client:
PACT!
Brand Identity
Art Direction
About the project
PACT! is an organization created by the philanthropist Stephen Bronfman and the entrepreneur Andy Nulman , dedicated to a singular and urgent mission to make hate socially unacceptable. They operate at the intersection of philanthropy and activism to combat the normalization of intolerance in our society. We were commissioned to build a complete brand identity that would match the intensity of their ambition. The objective was to move away from the passive image of traditional charities and create a visual voice that commands attention. We needed to design a brand that feels less like an institution and more like a global movement for a new generation.
PACT! is an organization created by the philanthropist Stephen Bronfman and the entrepreneur Andy Nulman , dedicated to a singular and urgent mission to make hate socially unacceptable. They operate at the intersection of philanthropy and activism to combat the normalization of intolerance in our society. We were commissioned to build a complete brand identity that would match the intensity of their ambition. The objective was to move away from the passive image of traditional charities and create a visual voice that commands attention. We needed to design a brand that feels less like an institution and more like a global movement for a new generation.
PACT! is an organization created by the philanthropist Stephen Bronfman and the entrepreneur Andy Nulman , dedicated to a singular and urgent mission to make hate socially unacceptable. They operate at the intersection of philanthropy and activism to combat the normalization of intolerance in our society. We were commissioned to build a complete brand identity that would match the intensity of their ambition. The objective was to move away from the passive image of traditional charities and create a visual voice that commands attention. We needed to design a brand that feels less like an institution and more like a global movement for a new generation.
THE APPROACH
We developed a creative strategy that is intentionally bold and provocative to reflect the disruptive nature of the mission. Our design team avoided safe and conventional aesthetics in favor of a look that challenges the viewer. We combined the raw energy of street culture with a contemporary graphic style to create visuals that are impossible to ignore. By using striking imagery and a loud verbal tone we ensured that every piece of communication cuts through the noise and disrupts the standard social media feed.
We developed a creative strategy that is intentionally bold and provocative to reflect the disruptive nature of the mission. Our design team avoided safe and conventional aesthetics in favor of a look that challenges the viewer. We combined the raw energy of street culture with a contemporary graphic style to create visuals that are impossible to ignore. By using striking imagery and a loud verbal tone we ensured that every piece of communication cuts through the noise and disrupts the standard social media feed.
We developed a creative strategy that is intentionally bold and provocative to reflect the disruptive nature of the mission. Our design team avoided safe and conventional aesthetics in favor of a look that challenges the viewer. We combined the raw energy of street culture with a contemporary graphic style to create visuals that are impossible to ignore. By using striking imagery and a loud verbal tone we ensured that every piece of communication cuts through the noise and disrupts the standard social media feed.
The Result
The new identity successfully positions the organization as a confident leader in the cultural conversation. We delivered a brand system that transforms the act of advocacy into a desirable lifestyle rather than a simple charitable obligation. The visuals provide the movement with a distinct edge that allows it to stand out against negative forces. This work proves that a message of radical goodness can be just as cool and engaging as the most popular consumer brands.
The new identity successfully positions the organization as a confident leader in the cultural conversation. We delivered a brand system that transforms the act of advocacy into a desirable lifestyle rather than a simple charitable obligation. The visuals provide the movement with a distinct edge that allows it to stand out against negative forces. This work proves that a message of radical goodness can be just as cool and engaging as the most popular consumer brands.
The new identity successfully positions the organization as a confident leader in the cultural conversation. We delivered a brand system that transforms the act of advocacy into a desirable lifestyle rather than a simple charitable obligation. The visuals provide the movement with a distinct edge that allows it to stand out against negative forces. This work proves that a message of radical goodness can be just as cool and engaging as the most popular consumer brands.
Creative Direction
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Art Direction
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Account Director
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Client
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Paul Barbin
Paul Barbin
Tai Phan
Pact!
