Southern Movement Assembly
Brand Strategy & Architecture
Logo & ID Systems
Deep South US
Who is the Southern Movement Assembly?
2020 underscored an enormity of social unrest - and new opportunities - all across the US, but nowhere more so than the South. SMA endeavored to harness the righteous anger, cultural shifts, and movement momentum that 2020 inspired to actualize their vision for a radical new South led by grassroots community leaders. However, SMA was struggling to recruit new members to join their four key working teams to support the growing grassroots movement across the South in 2020.
So, SMA hired Think Rubix to perform a brand analysis to understand why folks weren’t connecting with SMA, and a full-suite Brand Identity and relaunch campaign.
By the end of 2020, SMA had a brand new visual identity and core narrative that more accurately reflected the scope, power, and modernity of its work.