Brand Identity · 04
POWER U.
Bold visual identity for a Miami nonprofit focused on empowering Black and Brown youth and Black women in South Florida.
About the Project
Empowerment, Boldness, Solidarity
Up Digital created a comprehensive rebranding campaign for Power U, a Miami-based nonprofit co-founded in 1999 — creating power for Black and Brown youth and Black women in South Florida. The visual identity emphasizes empowerment, boldness, rebelliousness, and honesty.
The logo represents three essential visions: the importance of land, power, and international solidarity — with a fist icon as the brand's key design element. Every visual choice was intentional, speaking directly to the community it serves and the movement it represents.
Through in-depth research into movements for Black Lives, racial justice, and social equity, we infused copywriting and tone of voice with a deeper purpose: ensuring equal employment, educational, and social opportunities for all.
What We Delivered
Design Concept
"The visual concept is built off ideas of empowerment, boldness, rebelliousness, and honesty. The logo represents land, power, and international solidarity."
Color System
COLOR
PALETTE.
Power Yellow
Bold Black
Action Red
Earth Green
Typography
TYPE
SYSTEM.
Primary Typeface
Aa Bb
Cc Dd
Typeface
Museo Sans Rounded
Weights
Usage
Headlines, body copy, UI elements
Campaign Work
THE
WORK.
