Occupy Wall Street Rebranding



  • 2014 Thesis Project
    Masters in Branding at The School of Visual Arts

    Head of Program: Debbie Millman
    Thesis Advisor: Scott Lerman
    Design: AJ Mekky and Alejandro Largo
    Strategy: Arunima Agarwal, James Cesario, AJ Mekky and Alejandro Largo

    Challenge:
    Occupy Wall Street was born as a non-violent social movement shedding light on the widening gap between the 1% and 99% of the population and the corporate influence on politics.
    Today, the movement has fallen out of pace with culture, even though the issue of economic injustice is extremely relevant.
     
    The challenge lies in making the exceptionally emotional brand relevant with current culture in order to change the perception of its failure and encourage participation.
     

    Process:
    Articulate the problem >> define the strategy and solution platform >> craft a name >> create an identity >> shape the experience bringing it to life.

    Strategy:
    The problem with Occupy Wall Street was not the facts, nor the figures, not even the passion. It was a lack of leadership. It led to the inability to make sound decisions, lack of a clear path to the way forward and varied agendas of the millions who joined. People need a clear, actionable path that can inspire them to achieve personal goals while benefiting society.
     
    The way forward is in positioning Occupy Wall Street as a provocative, just, and persistent movement focused on economic injustice. A credible source that exposes greed and corruption, opposes economic injustice and empowers the 99% to take action for real change.
     

    Solution:
    A renewed positioning that focuses on a structured movement, while keeping in mind the essence of democratization. It uses the details of leadership, without dictatorship.
     
    The execution focused on a simple, yet an impactful design that could be adapted easily by the multitude, while being bold and recognizable. The design also introduced the three platforms – Expose, Oppose and Propose – that form the basis for all tactics to be employed by the movement in order to galvanize and mobilize the 99%.
     

    Outcome:
    The strategy and execution were truly inspiring to a large group of activists with the Occupy movement, the thesis has been handed over to them to take forward and perhaps implement into future activities.
     
    The project is featured on the AIGA members gallery in April 2015 and was in line to be featured in BranD Magazine, Hong Kong in September 2014.