Tech in Service
Ford Foundation and a coalition of tech partners approached NationSwell with the goal of creating a revolutionary program that would allow private sector tech companies to support innovation in historically slow-moving government systems. The program’s focus would be on letting tech-sector employees to work in local, state, or federal governments for a period of time to allow for an infusion of talent, innovation, and healthy disruption to encourage growth and evolution.
We embarked on a brand naming process that included additional focus grouping and pressure testing, and landed on our brand’s new name: “Tech in Service”.
NationSwell’s Studio team moved ahead with creating the visual and verbal identity of the brand. Our process explored key visual and tonal themes across civic good brands, civic tech brands, and nonprofit brands, ultimately creating visual solution that would set us apart from competitors, inspire civic pride (but remain non-partisan), and offer the flexibility to evolve into an international program.
With our visual and verbal solution established, we codified it in a Tech in Service Brand Guide and collateral system. We launched the brand at Code for America 2022 in Washington D.C. Our launch goal was simple: Stand out at a competitive conference and drive awareness and program sign-ups. Our collateral design for the launch, which can be viewed below, supported user journeys using prioritized QR codes, branded Typeform pages, retractable banners, flyers, eye-catching motion graphics to draw attendees to our table.
