Power U
Creating for black and brown youth and black women in South Florida
CLIENT
Power U
BRIEF
Power U was co-founded in 1999 and was initially based in Miami’s Historic Black Community, Overtown. Power U mainly focused on environmental justice, affordable housing, and fighting gentrification. Lately, they began organizing youth to fight back against school-push-out, criminalization, and speaking out on current national issues.
Power U came to Up Digital to help them create a powerful rebranding campaign that will look bold, powerful, and educative. The main goal was to raise awareness and expand the Power U community.
SERVICES
Brand Identity
Logo Creation
Web Design & Development
Photography
Merchandise
Copy Writing
Process
We helped develop the entire concept for Power U, including its verbal and brand identity. We also researched the movements towards black lives, racism, and social injustice as part of our in-depth psychological and advertising analysis.
Because Power U had low recognition and awareness, Up Digital created the whole branding campaign to help non-profits stand out and become widely recognized in the Miami area. Through copywriting and tone of voice, our team infused the brand with a deeper purpose: every person, regardless of race, religion, or color, must have equal employment opportunities, equal educational opportunities, and equal social opportunities and protection.
New Brand Identity
Power U’s visual concept is built off ideas of empowerment, boldness, rebelliousness, and honesty. The idea behind the logo is simple; we wanted to represent the three most essential visions for the brand: the importance of land, power, and international solidarity. In addition to the logo, we designed a social media icon that looks like a fist that became the brand’s key element.
Logo
Fonts
Colors
Merchandise
We designed cups, mugs, hats, and bags for the brand. Each item highlights the Power U name, brand colors, and social media icon.
Brochures
We created educative brochures that explained all the essential information for the future Power U leaders. We included the preliminary information about the organization, fundamental principles, vision, and mission of the community.
