W3 Gold Award Winner:
The “Build It Back Better” Initiative
In 2020, a series of overlapping crises hit — COVID-19, racial injustice, climate change, economic disruption — exposing the fragility and deficiencies in our current systems.
Out of the turmoil, NationSwell created the Build It Back Better Initiative to re-imagine and re-build a more equitable, inclusive, and high-functioning nation and planet.
The initiative brought together major corporations, public figures, and philanthropists. To unite their work and ensure awareness of the outcomes, we created a brand and identity system.
As Creative Director, I lead visual and web design
efforts to create the #BIBB brand identity.
It was brought to urgent, active life across 50 pieces
of content, including event design, promotional media,
and unique insights reports (white papers).
The focus was on typography
How could we use the stability of a strong typeface to manifest
the stability we crave while enduring COVID-19?
and the geometry of building blocks
as a unifying element, a nod to the word “build”, and to
the process that would be necessary as we navigate the pandemic.
The color of the blocks would be bound to the mother brand’s
(NationSwell) black and white. The color aqua was introduced.
It’s a wonderful color that, depending on its usage, can feel
bright and energetic, or soothing and biological.
The team
Creative Director: Jessica Lacombe
Copywriting: Jessica Lacombe
Designers: Aiham Kara Hawa, Nina Raj, Jessica Lacombe
Motion: Nina Raj
Strategists: Allie Hahler, Amy Lee
Insights Report writers: Allie Hahler, Amy Lee
Accounts: Christina Montero, Joshua Bone, Minna Son,
Event Producers: Kristin Wyman, Ellie Fox