Trent Lyle
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ACLU

AGENCY: co:collective

ROLE: Account Supervisor 

MEDIA: Video, Social, Print, Guerilla

It was a unique and humbling experience to work with the ACLU. The original task was to develop a new brand quest and strategy that would help the organization navigate the current political climate and become relevant to a new generation. A few months and a new president later, we had a new task of harnessing the influx of interest for the organization.  

 

THE PEOPLE'S OATH

We developed a campaign coinciding with the 2017 presidential inauguration that provided an outlet for the public to respond as Donald Trump took the oath of office. Through a video and social ads, we directed viewers to a landing page where they could create their own personal oath. In only 5 days, the video received over 100M impressions & 105K custom oaths were created. 

 
 
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NEW BRAND IDENTITY

As part of the rebrand, we brought in design specialist OPEN to help with the visual identity. The result was more than a new color palate, but a system that could be flexible to the designer. That identity was then stored in a brand design handbook alongside other structural developments for the ACLU including new TOV and brand architecture.

 
 
 
 
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BLUE RIBBONS

What's cheap, effective and helped amplify awareness of the ACLU in key cultural moments? Ribbons. The idea was simple - we quickly created and sourced (I actually walked through a snowstorm) ribbons which were gifted to celebs to wear at the 2017 Oscars and beyond.

 
 
 
 
 

IMPACT

  • 1M new members

  • $79M+ donations in 2017 vs $4M YAG

  • 2000% increase in social followers

  • 84M “People‘s Oath” media impressions

  • 12K community generated events

  • Our purpose continues to guide everything the ACLU does