TIDES ADVOCACY

BUILDING POLITICAL POWER.

Brand Strategy | Brand Voice | Brand Identity | Brand Experience

Collage assets of the Statue of Liberty, a man and child with a sign that reads "Make America Think Again", a black man with a loudspeaker wearing a shirt that says "#BLACKLIVESMATTER", and a group holding a sign that says "Respect All Women"

Tides Advocacy is a team of political, legal and financial experts that fuel movements for social justice based in San Francisco. They partner with philanthropists, activists, policymakers and private sector leaders to build political power through initiatives and campaigns so we can have a healthy democracy that works for everyone.

After launching the new brand of their parent company Tides, we moved on to create the new brand for Tides Advocacy. At a time when our democracy is continually under threat, the brand needed to stand out more than ever to attract a wider base of progressive, political audiences.

An identity to support a growing political movement.

Although Tides Advocacy was inheriting the fundamental brand positioning of Tides, they still needed to define their personality and tone of voice for their unique audiences. We worked side-by-side with their leadership team and board of directors to develop a powerful brand and communications strategy.

Their logo concept is driven by their tagline, ‘Winning Strategies. Building Power.’ so it needed to illustrate a growing movement. Because they’re a political organization, instead of using the requisite reds and blues from political campaigns, we used a bright cyan and magenta to give it its own spin.

A group of women from various backgrounds and ages protesting with masks on

A street that is spray painted with the words "Shape policies. Dismantle inequities."

Buttons on a denim pocket that read "Unleash your power", "Fight for justice" with the Statue of Liberty, and a blue fist on a pink background

A mobile device with a screen that shows the Tides Advocacy Facebook page with a post that says "Become a fierce collaborator for justice."

A Tides Advocacy poster that features the Statue of Liberty in pink and the words "Fight for Justice" underlined in blue

Reclaiming the far-right images of American liberty and freedom.

By using bright tones of cut-out images and bold headlines, the look and feel became a nod to protests and political posters. We used traditional American icons of liberty and freedom as a direct response to the political right, believing that they shouldn’t have the monopoly on this imagery and certainly shouldn’t be using it to represent the opposite of what a real democracy is all about.

Posters in blue and pink plastered on a wall that read "Democracy for Everyone." and "Unleash your power to win." with Tides Advocacy branding

A brochure laid flat that reads "Fight for Justice" with the Statue of Liberty in pink on a blue background, the opposite side reads "We're All In" with a black man yelling into a loud speaker.

The backside of a brochure for Tides Advocacy that features a fist in blue with words that say "Winning strategies. Building power." The center of the brochure features Lady Justice in pink.

A stylized photo of Tides staff in pink on a blue background. They are standing with arms over one anothers' shoulders and smiling at the camera.

A fist that has been colored blue that reads "Winning Strategies. Building Power." in bright pink on top.

What we delivered.

Brand Strategy

Research & analysis
Core essence
Personality
Tone of voice
Brand Voice

Positioning statement
Elevator pitch
Brand promise
Descriptor
Key messages
Messaging hierarchy
Brand Identity

Logo
Family of fonts
Color palette
Photography style
Brand book
Brand Experience

Brand launch campaign
Social media
Brochure
Promotional materials