Abundance Network

The Abundance Network is organising a new generation of civic leaders to build a 21st-century government.

Abundance Network is forming a new political faction focused on radically reshaping housing, transportation, education, and public spaces across the United States. Their aim is to develop a fresh political programme driven by enlightened self-interest, tackling large-scale public issues and empowering institutions to help people achieve meaningful progress in their lives.

The Brief

The design brief for Abundance Network (AN) focused on creating a dynamic and engaging brand identity that reflected the movement’s mission to reshape key sectors like housing, transportation, education, and public spaces in the U.S. The brand needed to resonate with "urban elites"—millennials who believe in the power of government to drive change—while remaining accessible to a broader political audience.

The Solution

The identity communicates optimism, connection, and action, serving as both a call to arms and a symbol of hope for a new political vision, while maintaining flexibility for local chapters and partner organisations. The brand conveys the expansive potential of the Abundance Agenda and lays the groundwork for a national movement to revitalise the American Dream.

Logo

Meaningful Difference & Brand Values

An expansive network of people and organisations connected by the ambition to make real change.

Authentic
Aspirational
Dynamic

Colour Palette & Visual Messaging

Typography

TT Hoves, a refined and highly versatile type family, was chosen to establish a cohesive and approachable brand aesthetic while conveying clarity and confidence. The thoughtful use of colour in typography introduces an aspirational optimism, enhanced by subtle modern touches in the typeface's diagonal glyphs and terminals, adding a sense of dynamic energy to the identity.

Imagery

The imagery for the Abundance Network brand was crafted in three distinct styles to visually convey its vision and values. First, a series of treated, AI-generated images depict hopeful and ambitious projects either underway or completed, offering a futuristic and optimistic view of progress. These are paired with images of America’s diverse landscapes, cities, and people, evoking positivity and reinforcing the idea of a bright, inclusive future. Finally, humanistic imagery from Abundance Network events highlights the focus on community building, showcasing real people coming together to drive change and support the movement's goals.

Abundance Network Website

The website features an eye-catching, animated network graphic that visually conveyed the expansive, interconnected nature of the Abundance Movement, while engaging users and encouraging them to explore the movement's local and national impact.

Brand Guidelines

The brand guidelines for the project were developed to ensure consistency across all visual elements whilst allowing flexibility for local adaptations within the Abundance Network.

Chapter Sub-brands

The chapter sub-brands were designed to be hyper-local and tailored to each community, allowing for individual expression while maintaining a consistent visual identity that ties back to the overarching Abundance Network brand.

Presentation Deck

The Google Slides deck for Abundance Network serves as a visual introduction to the organisation’s mission and the Abundance Agenda, showcasing its core values and goals.

Abundance Elected

The "Abundance Elected" brand, a network of elected leaders championing the Abundance Agenda, was designed to be visually aligned with the main Abundance Network identity while standing alone as a distinct and relevant representation of political leadership dedicated to driving meaningful, large-scale change.