Building a Bolder Brand Identity and Website for a Growing Civic Engagement Nonprofit in Georgia
Overview
The Georgia Muslim Voter Project (GAMVP) is a nonpartisan, nonprofit organization created in 2015 to increase political participation among Muslim Americans. The mission of GAMVP is to educate Muslims in Georgia to register to vote, show up to the polls, and increase voter turnout in elections through voter education, registration drives, and grassroots organizing.
After a year of rapid growth in 2020, GAMVP was ready to update their branding and website to better reflect the breadth and impact of their work in the Georgia Muslim community. reimagine collective partnered with GAMVP to create a new brand identity system, redesign their outdated website, and coordinate a professional photoshoot for new headshots. Our team also designed branded swag, print materials, and digital assets for their 2022 GOTV campaign.
Our Approach
Branding
During our discovery sessions, we learned that GAMVP’s programming and presence had expanded significantly in the past year, and their brand identity and website needed to evolve to reflect those changes. GAMVP wanted to move away from the patriotic red, white, and blue look into something more modern, fresh, and unapologetically Muslim.
reimagine collective designed multiple iterations of the logo, followed by two branding concepts that showcased new color palettes, typography, and usage examples. While Direction 1 referenced GAMVP’s social media assets and a design moodboard their team put together, Direction 2 leaned into rich colors and patterns inspired by Islamic patterns found in mosque ceilings and tiles. Ultimately, we combined elements of each concept to arrive at the final direction.
GAMVP’s previous logo
Early logo sketches
Branding Direction 1
Branding Direction 2
The new logo pays homage to the original logo’s outline of Georgia while updating the typography with an energetic typeface that boldly emphasizes “Muslim Voter.” As a nonpartisan organization, GAMVP felt the need to distance itself from blue as a primary color, so we selected purple for the outline of Georgia and swapped the pink for peach (as a nod to the peach state). We also expanded the color palette to include secondary and tertiary colors, allowing GAMVP’s team to diversify their social media assets while staying on-brand.
Website
After finalizing the new brand identity, we moved onto redesigning the website, which contained outdated information — including several team members who no longer worked at the organization. Moreover, it lacked the many new programs that GAMVP now offers. Overall, the GAMVP team felt that it did not accurately reflect their story, services, or impact within the Georgia Muslim community.
reimagine collective conducted a website audit, created a site map with recommendations for a streamlined navigation and website structure, and added new pages to fill in the gaps. We worked closely with the GAMVP team to update the messaging on each page, especially for sections that hadn’t been considered in years. The new website incorporates the refreshed brand identity, alongside a selection of thoughtfully curated photographs ranging from professional photography to more candid shots and natural-looking stock photography.
From a technical perspective, we incorporated the third-party donation platform Action Network, replacing Google forms with more robust forms for donations, volunteer opportunities, and membership sign-ups. We added custom CSS to the embedded forms to reflect GAMVP’s colors and typography, giving the pages a more seamless look. Additionally, we upgraded the site from Squarespace 7.0 to Squarespace 7.1, which includes newer features and is generally easier to manage on the back-end — especially important for GAMVP’s small team that handles site updates.
Photography
Originally, our team set out to coordinate a photoshoot for GAMVP’s new swag before the busy election season. Due to shipping delays, we pivoted to a photoshoot for new headshots and team photos for the website instead. We worked with GAMVP’s Communications Coordinator, Urooj Ali, and Say J Studio to provide art direction for the shoot. The result is fresh and playful while remaining polished and professional. The use of simple, colored backgrounds also ensures that headshots for any future members can be easily added for a consistent look.
GOTV Campaign
In addition to the rebrand and website redesign, reimagine collective created print and digital assets for GAMVP’s Get Out the Vote campaign, including walk cards, mailers, social media templates, and ethnic media ads for both the general election and runoff election. During the 2022 election, GAMVP registered more than 870 new Muslim voters through a targeted strategy that included the use of our design collateral.
Impact
The result is a brand identity that is lively, credible, and proudly Muslim, with a consistent, flexible design system and professional, engaging photography. The updated website accurately showcases GAMVP’s work and influence across the Georgia Muslim community, along with important resources and events that can be accessed by interested members.
“reimagine collective is a team of hardworking and talented individuals that go above and beyond to meet goals and deliverables. I 10/10 recommend reaching out to them for all of your communications needs!”
– Urooj Ali, Communications Coordinator at GAMVP
PARTNER
Georgia Muslim Voter Project
TEAM
AJ Titong
Kavi Vu
Kim Nguyen
SERVICES
Brand Identity
Website Design & Development
Photography Art Direction
Digital Creative Content
Print Design
YEAR
2022-2023
