Industry Craft > Art Direction

MIGHTY DREAM

ASSEMBLY, New York / MIGHTY DREAM / 2023

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Overview

Credits

Overview

Background:

Since the founding of the United States, Black and Brown Americans have faced inequity in this country- a conversation that has erupted, taking over headlines, social media, and dinner tables in recent years. But when it comes to fostering real impact for these communities, conversation is not enough. Brands increasingly want to make meaningful change that goes beyond performative measures but what they lack is a creative partner that can make impact.

Mighty Dream is a first-of-its-kind creative advocacy agency dedicated to co-creating work that effects social change with, by, and for Black and Brown communities. We imagine a world where companies are emotionally and financially invested in solving the institutional inequalities that impact Black and Brown Americans; where accountability matters as much as profit; and where efforts to repair structural racism take into account the voice, talent, and creative solutioning of Black and Brown Americans.

Tell the jury about the art direction.

Mighty Dream came into the world with a distinctive design perspective, driven by the change we want to see and the people we want to impact.

The Mighty Dream wordmark pairs bold and delicate typefaces to show the balance of power and vulnerability needed to make change. This also inspired us to create our own custom-made serif – MD Roman, a font informed by the past but not constrained by it. Our color palette subverts oppression with joy and our photography illustrates the multi-dimensionality of the Black and Brown experience with imagery that is dynamic and nuanced.

We launched Mighty Dream with a fully ADA accessible and design-centric website, a social campaign, and a live event that debuted with, by, and for Black and Brown people to discuss challenges and solutions for the issues facing our communities.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

The United States is a country built on systemic racism. In 2020, the alarming amount of Black individuals murdered at the hands of police brutality and gun violence sparked global conversations about structural racism in our government entities, and beyond. Ensuing protests and a continued conversation around the issues impacting Black and Brown communities have only led to marginal progress.

Today, brands increasingly want to make meaningful change that goes beyond performative measures but what they lack is a creative partner with, by, and for Black and Brown communities that can make impact.

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