In the first six months of the Trump era, ACLU membership quadrupled to 1.6 million as $83 million in donations came pouring in. Following this massive growth, the ACLU convened its member base. The day of learning, community, and movement-building addressed the perilous state of civil rights under the new administration.
In addition to gathering its diverse members from across the country to action, the conference needed to convey a powerful message. Our challenge was to capture the spirit of this socially-minded, inclusive gathering through naming, event branding, and experience design.
A brand for belonging
The work started with the search for a name, one that could connote a strong identity and a strong value-set. We landed on “You Belong Here”: you belong in this conversation and you belong in this country. Regardless of what issue matters most to each of us, we all have values we share as believers in and defenders of civil rights.
To convey this intersectionality through the event branding, Hyperakt layered belief statements revolving around five urgent issues: racial justice, immigration, reproductive rights, voting rights, and LGBTQ+ rights.
A welcoming space for conversation
The physical environment embodied the idea of “belonging” by inviting people to step into and participate in intersectional conversations. The space was anchored by flagship pieces including an interactive issues map, a storytelling booth, a training workshop space, action center booths, and multiple presentation spaces for panels and keynote speeches.
The conference, held June 10-12, 2018 in Washington, D.C., was a resounding success. Over 2,300 participants from diverse backgrounds and locations came together to affirm the values we hold dear, celebrate the work we have already done, and prepare for the fights that lay ahead.