We simplified and accelerated an initiative to End Poverty in California
End Poverty in California was a new initiative aiming to disrupt the conversations in California around its challenges to poverty and other political issues. But, they didn’t want to be another political think tank or data-dense policy movement. They wanted real people, both young and old, to find hope and inspiration behind Michael Tubbs and his vision for California.
The Fifty team started by creating a new brand and visual identity that could inspire Californians and engage them in current political issues. Using bright colors, illustrations, and subtle nods to California’s history, we brought the political discussion to life and set the stage for true reform.
From there, we crafted a site that took weighty policies and initiatives and made them bite-sized and understandable. We used visuals and photos to tell the stories impacting California and built simple pathways to get people involved.