Designing the Power of We
Together we can change the world. This was the impetus for the work of a 12-year-old boy and, technically, the beginning of our brief. Nearly two decades later, Craig Kielburger has created a family of organizations spanning non-profit and social enterprise categories, both domestically and overseas. The Canadian-based agent for change came to Tether looking for a new—and more unified—face. An identity that was flexible enough to accommodate the range of organizations, but consistent enough to leverage its equity and inspire wider recognition. The solution came in the form of a notched box pointing to the power of WE. Strong in its simplicity, the new identity features approachable styling and a warm color palette. It speaks to action and honors the place of the individual inside a larger community. Since its introduction in 2013, the new identity has appeared across campaigns, packaging, brand materials, site experiences and WE Day events.