The Client

The American Civic Association

For over 80 years, the American Civic Association (ACA) has connected immigrants and refugees to a wide spectrum of services, from legal and language resources to healthcare and so much more. The ACA is also a place for anyone in the community to find support, belonging, and cultural connection.

The ACA needed an outward-facing brand that embodied everything they stand for as an institution. Since their original branding and website were no longer reflective of their modern identity, it was time for a complete overhaul.

What We Provided

Brand Strategy and Brand Story
Logo Design and Brand Guidelines
Video Success Stories
Website Design and Development

Brand Strategy & Messaging

We began by working with the ACA to develop a Brand Messaging Handbook.

The handbook is a document that defines the foundational elements of a brand’s identity – from its tone of voice to positioning statement and Brand Story. Laying the foundation of the brand in this way provides guidance for successful future messaging, ensuring authenticity, clarity, and consistency.

New Americans

Community Leaders & Donors

Local Community

Following an in-depth client workshop, we outlined the fundamental elements of the ACA’s brand identity in their Brand Messaging Handbook. This included audience personas, positioning, process outline, credentials, and success stats.

This discovery and strategy phase culminated in a new tagline and a new Brand Story, both of which the ACA can use across multiple channels to boost brand awareness and tell the story of their organization in a compelling and consistent way.

Dependable

Welcoming

Professional

Practical

Logo & Branding

We used that strong brand and messaging strategy as a backbone to guide the visual direction, knowing we needed to explore concepts that were approachable but authoritative and forward thinking.

Logo Sketches

While the previous brand identity served a utilitarian purpose, the new identity is elevated and based on the ACA’s unique voice and story. The new logo offers a more modern and refreshed look that will serve the ACA well into the future.

Website Design & Development

The website redesign needed to make their services more accessible and present the ACA as a reputable, professional organization dedicated to supporting New Americans. The result is a polished and welcoming interface that builds confidence in visitors.

One of our top priorities was striking the right balance between a cohesive visual design and the improved functionality required for users to easily navigate and access resources. This is crucial for an organization like the ACA that supports individuals during a pivotal time in their lives.

Video Production

The ACA’s new tagline is, “Helping New Americans Succeed Since 1939.” With this mission in mind, we wanted to make sure there was a place on the website for New Americans to tell their own stories, in their own words.

Idea Kraft created the first of the ACA’s video success stories, featuring sit-down interviews with former ACA clients about their journeys to the United States, how the ACA supported them at different points in their lives, and everything they’ve gone on to accomplish.

We also refreshed the visuals to replace some of the outdated, impersonal imagery on their former website. The new visuals and video assets capture the spirit of the ACA’s work and demonstrate the spectrum of services the ACA provides.

Result

The ACA now has a strong blueprint for its future, as well as a modern, professional, welcoming, and accessible digital presence that puts its clients – and their trust – at the forefront of their identity.