Case Study: Change.org repositions its brand for everyday democracy with Today

Change.org repositions its brand for 550 million users with Today

Change.org, the world's largest platform for social change, needed to modernize its brand to stay relevant and inspire its over 550 million users in a shifting digital landscape. Their outdated identity was jeopardizing user growth and their ability to speak to decision-makers. They partnered with the vendor Today for a comprehensive brand and design systems project to address this challenge.

Today implemented a new brand strategy centered on the idea of "everyday democracy," repositioning the platform as a starting point for civic action. This was brought to life with a new creative identity that used the dot in "change.org" as a symbol of possibility. The solution included a cohesive global identity system, a brand playbook, and messaging frameworks, equipping Change.org teams to confidently tell their new story in over 20 countries.

Change.org