Tech in Service

Ford Foundation, Code for America, and a coalition of major US tech companies wanted to create a revolutionary program to allow tech-sector employees to work in local, state, or federal governments for a defined period to allow for an infusion of talent, innovation, and healthy disruption to encourage growth and evolution.

We needed to create a brand to quickly build awareness and credibility with tech sector, government leaders, and employees. This pioneering concept would require strategy, creative, and thought partnership to help facilitate a successful brand development and launch.

Brand STRATEGY

Our team worked with a coalition of tech partners to conduct a competitive audit, research, and positioning workshops (strategic insights and discussion with key stakeholders on directions and naming).

We analyzed industry trends related to “leave” policies, civic service, and technology. This allowed us to develop a brand position and strategy that resonated cross-sector, aka with technologists, tech executives and their companies, and the government divisions in need.

LOGO & VISUAL IDENTITY

Brand Identity development advanced to naming(which included additional focus grouping and market testing) and resulted in our brand and program’s new name: Tech in Service.

To create our Visual Identity, we explored key visual and tonal themes across civic good brands, civic tech brands, and nonprofits, ultimately creating visual solution that would differentiate the program, inspire civic pride (but remain non-partisan), and offer the flexibility to evolve into an international program (see: “Future state: International logo explorations” below).

With our brand strategy and visual solution established, we codified it in a Tech in Service Brand Guide and collateral system. We launched the brand at Code for America 2022 in Washington D.C.

Our launch goal was simple: Stand out at a competitive conference and drive awareness and program sign-ups. Our collateral design for the launch, which can be viewed below, supported user journeys using prioritized QR codes, branded Typeform pages, retractable banners, flyers, and eye-catching motion graphics to draw attendees to our table.