The American Experiment Project is an organization that was founded to help reshape the way the progressive movement communicates with voters at scale. In developing the brand identity for the American Experiment Project, I took inspiration from the the Civil Rights movement, the iconography of classic Americana, and the ways that our nation’s history is reflected and challenged by each family’s own heritage and history. Threading these influences together, the American Experiment Project brand is both personal and universal, emulating the experience of sharing scrapbooks and family photo albums across generations.