The Economic Justice Partnership

Improving financial equality for minority communities

A new initiative launched at the University of Pennsylvania, The Economic Justice Partnership is a program born out of the idea to deliver financial literacy to first generation and low-income college students from minority communities. The team came to us looking for help in developing a bold identity which embodied the empowering purpose of the program and conveyed their call out for change.

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EDUCATEEMPOWER

The Tension

Founded on the belief that minorities in the US have historically been largely kept out of the financial system and prevented from building wealth, the program was looking to drive change in a meaningful way. The team required a visual identity to deliver on their core purpose in empowering college students from minority communities to take charge in investing for their future and grow their wealth.

The Power

We refined the Partnership’s core personality traits and developed a brand identity that translated the empowering purpose of the program. Vibrant colors and illustrations embody the Partnership’s youthfulness, while a sense of refinement and credibility are captured through the classic fonts and shapes, remixed for a new generation. We utilized bold colors and heavy typography to embody the pioneering nature of the partnership to deliver a bold and enticing brand identity for an empowering initiative.

Hear from the team

NatashaHead of Client Partnerships
“Economic inequality is a reality and major issue in the United States that prevents minority communities from getting exposed to the right information, education, and reaching their full potential. All of the Elmwood team members on this project, including myself, come from a minority background, so this was an issue that was very close to our hearts. We’re so proud of the visual identity that we’ve created with The Economic Justice Partnership, creating a brand that will help the organization to fully deliver on its empowering purpose and promote a more economically equal United States.”