change.org

A new visual language for the home of social change

In partnership with change.org

Yesterday

Change.org is the world’s largest platform for social change, with over 329 million users globally. 17 years since founding, they needed a more contemporary expression of their brand, one that inspires and invites everyday people, and helps change.org stay ahead in a changing landscape.

Change starts here.

The brand hadn’t changed much since its 2007 founding, and we knew from research that it was losing relevance and connection with people over time—jeopardising their ability to gain users and speak to decision-makers.

Change.org’s brand had become inconsistently interpreted across petitions, socials, print and campaigns. As a web-native platform, staying contemporary alongside the speed of the internet was a perpetual challenge.

Through collaboration with Change.org’s staff and users from 14 countries around the world, we realised they were missing a single clear story to connect with people, whatever the type of change they wanted to make.

The team not only provided ideas grounded in design culture, but brought refreshing pragmatism in service of our goals—nudging us to be braver to meet the moment and pushing back when necessary. It’s easy to miss the mark with this kind of work, but they made sure we moved together in partnership with the right people. Thanks to their team, we now have a much more robust identity design system to bring our new brand story to life with confidence.
JEFFREY EFFENDI, HEAD OF BRAND & COMMUNICATIONS, CHANGE.ORG

Tomorrow

We developed a north star: “change starts here” an invitation to anyone to use the platform’s power to enact direct democracy.

We leveraged change.org’s existing distinctive assets while reimagining their expression for contemporary audiences. The core concept, "the starting point," uses the dot in "change.org" as a symbol of action and possibility, creating a cohesive global identity.

The rebrand creates an iconic image. We executed this across a range of surfaces, with brand, communication and product designers working together collaboratively to ensure the brand was coherent and distinctive across every touchpoint.

Armed with a comprehensive brand toolkit and new brand strategy, Change.org is now using this new visual language to reimagine how they connect over 500 million users to decision makers every day.