Cross Movement Convening –Community Change
Rebranding a Movement to Meet the Moment and Amplify Collective Power
Project Overview
Scope: Rebrand & Brand Activation
Team: Kat Araujo, Abbey Lelina, Gianna Ramos, Kimberly Tran
Photo Credit: Images Courtesy of Community Change
Engagement: Noon Landing
Launched in December 2016 by Community Change, the Cross Movement Convening began as a hopeful celebration of anticipated wins in Washington, D.C. But following unexpected election results, it quickly shifted into something far more urgent—a space for organizers to regroup, connect, and strategize in the face of rapidly changing political realities.
Over time, the convening evolved into a nationally recognized gathering for community leaders and grassroots organizers. Yet its branding hadn’t kept pace with its growing influence. The identity felt dated and disconnected from the powerful, culturally resonant work being done on the ground.
Recognizing the need for transformation, the team partnered with Afternoon Culture to lead a strategic rebrand.
We began with in-depth research and discovery sessions, engaging both internal stakeholders and members of the broader organizing community. These conversations made one thing clear: while the mission remained strong, the brand lacked the energy and clarity to support the convening’s next chapter.
Our approach combined strategy, storytelling, and design to create an identity that honored the convening’s roots while embracing its role in shaping the future. Custom illustrations captured the spirit of collective action and community power. Our application of Community Change’s vibrant color palette added movement, emotion, and clarity to the visual system, reinforcing the values at the heart of the event.
The revitalized brand positioned the Cross Movement Convening as a dynamic, contemporary space for dialogue, vision-building, and coalition work. It now reflects not only the people behind it, but the power and possibility that emerge when movements come together.
