CitizenshipWorks "is an online service that helps eligible immigrants prepare their application for U.S. citizenship (a process known as “naturalization”). It transforms a very lengthy and complex legal form into an easy-to-use online interview." My role was to extend the brand language and identity to establish more trust with CitizenshipWork's intended audience. It was quickly established that we needed to differentiate CitizenshipWorks from a government organization while still maintaining a sense of institutional credibility.

Color

I added two new warm colors to our palette to punch up social media graphics. I used a juicy gentle red and strong saturated yellow. I nicknamed this portion of the color palette "hot sauce".

Icons + Illustrations

I drew a lot of inspiration from my experience growing up undocumented. I also researched symbols historically used in the fight for immigration justice in the US. Some of the symbols were more literal representations of the benefits of applying for citizenship like easier access to international travel, access to college, the ability to vote in U.S. elections.

The icons used throughout the application were minimal and elegant, but a tad technocratic so I designed icons and illustrations to be used for promotional materials. For consistency, I maintained the crisp line weight used in the icons throughout the illustrations. I used softer subtle curves throughout the illustrations so the promotional material felt more human.

Social Posts

Using the assets I designed, I created templates for the CitizenshipWorks team to create social posts. Here are a few of the samples.