For nearly a decade, MVP has cultivated a base of high-dollar donors, helping to move more than a hundred million dollars to local voter organizing groups, but the logo and brand system developed at its inception had not evolved with the scale of the work. The 2024 brand needed to help maintain and attract donor relationships while retaining the personality of the organization.

Visual Identity

We redrew the wordmark from scratch, keeping the original sports-inspired script while improving legibility and clarity. We then simplified it for various use cases by removing highlights and the extrusion, creating a knockout, and adding hub locations to form a unified brand system.

In brand applications, we took inspiration from sports ephemera, including baseball cards, score boxes, and fight cards to echo the team spirit of the core wordmark—rallying volunteers and organizers while keeping a degree of professionalism and simplicity suited to MVP.

A library of collage elements was also created from various graphic elements and textures, allowing the MVP team to utilize its large bank of photos from partner groups to add visual interest to collateral, express the diversity of its coalition, and celebrate its wins.

Website

With a national election just months away, a full website rebuild was not feasible. Instead, we worked closely with MVP on a “facelift” approach, allowing the essential elements of the brand—colors, typeface, and image treatments—to be changed nearly overnight while we designed and implemented new layouts for eight key pages within a couple of weeks.

Running multiple parts of the project on parallel tracks, we also created an extensive brand book, a suite of templates, and a line of branded merch to support the MVP staff and volunteers as they prepared for the election cycle.