Portfolio / Community Action Works
Community Action Works believes that environmental threats are big, but the power of well-organized community groups is bigger. That’s why the organization works side by side with everyday people to confront those who are polluting and harming the health of our communities. They partner with the people who are most impacted by environmental problems, training them with the know-how anyone would need to make change in their own backyard.
Yet, the organization lacked a simple way to tell its story. And with the name “Toxics Action Center”—which was misleading, hard to remember, and even more difficult to say—they desperately needed to rebrand.
The name “Community Action Works” is both pragmatic and aspirational. It answers the question of why the organization exists while leaving space for their work to evolve as environmental and social issues change. It conveys their uplifting and motivational personality and points to the power within every community to bring about transformative change.
Three questions guide the expression of the Community Action Works brand: Does this represent people tapping into their power? Does this convey how we work side by side with everyday people? Does this express environmental and social change?
Ultimately, the brand builds on the idea that “underdogs shall overcome.” It conveys the narrative that thousands of Davids can defeat corporate Goliaths through know-how and perseverance. “We know how to help people tap into their power and own it for a lifetime.”