American Enterprise Institute

The Challenge

The American Enterprise Institute wanted a complete identity overhaul that would bolster their efforts to engage university students in constructive dialogue about faith and economics, systems and ethics. With many moving parts—in terms of both content and collateral—we needed to create a dynamic, modular identity system that could be cohesively and effectively deployed through a book series, short films, website, printed promotional items and exhibit display elements.

We knew to be successful with a college audience, the brand would need to be sharp and sophisticated (without seeming dated or stiff) and that our client would need an exceptionally easy-to-update and accessible website to drive online engagement.

The Solution

After helping to rename the initiative ‘Values & Capitalism’, we set to work bringing the brand to life with a sophisticated, collegiate, and modern tone. Taking inspiration from the avante garde period of art history, we developed a library of custom symbols, patterns, and infographics to support the logo and primary seal. We implemented our creative strategy across a series of eight books, brochures and promotional collateral, two promotional short films, and a Drupal-based website engineered to drive conversation and dialogue.