The New Center was founded as a hub where intellectual discussion can galvanize a viable political center in America. The organization creates and promotes ideas, news, and commentary that helps people see common sense solutions to the problems we face. The New Center tasked Marine Lane with developing a visual identity and branding the organization — as well as to uniquely design monthly reports on critical subjects — from college debt, medicaid, health, immigration and beyond.
Because Mercedes has a deep tradition of giving back to local communities — our job was to design every element of a CEO-led event for the hometown heroes.
Our goal — create a culturally relevant identity that underscores the organization’s cornerstone as a stalwart, august and trustworthy source for unbiased information. In using a range of modern typefaces, arresting infographics, custom iconography and a fresh color palette, we were able to create a modern, engaging, credible and memorable look. Additionally we came up with the tag "Think Centered” because, well, it couldn’t be more apt.