Accelerating brand alignment and establishing a digital presence for a data-driven media startup.
Semipublic is a data-driven initiative exploring the US public media system, examining its current functions and future possibilities. As a mission-driven startup, they required a cohesive brand identity and a professional digital presence to communicate their findings and engage with their audience effectively.
A focussed virtual workshop provided the space for the founder and board of directors to develop a shared vision, align on the mission, and clarify assumptions. This process culminated in a brand definition deck capturing the organization’s purpose, differentiation statement, and core attributes.
The existing brand elements were evolved into a robust visual system. This included a refinement of the logo with the introduction of the "Brackets" concept—a nod to programming arrays that symbolize framing data to make it understandable. The color palette was expanded and a collage-based illustration style was introduced as part of a comprehensive style guide that ensures consistency across all brand touchpoints.