Case Study: Dream.org builds a more unified brand identity with Pentagram

Dream.org unifies 3 initiatives with Pentagram

Dream.org, a non-profit social justice organization, faced the challenge of having a fragmented external presence that was siloed across its three key initiatives. This "house of brands" approach hindered their ability to tell a cohesive story and expand their influence. To address this, they approached the design firm Pentagram for a new brand identity and strategy.

Pentagram developed a new strategic language centered on the "Imperfect Union" philosophy, shifting focus from what the organization does to how and why it does it. They created a new visual identity featuring an intersecting monogram and a dual-typeface wordmark to symbolize unity and action. The solution provided Dream.org with a unified toolkit to build on their successes, elevate their story, and capture a broader audience.

Dream.org