World Peace Foundation: Branding for non-violent futures
The World Peace Foundation (WPF) at Tufts University advances global peace and justice through research, advocacy, and education. We collaborated to reimagine its digital presence and branding, ensuring it truly reflects this mission. At the heart of this transformation is a cohesive branding system that unites WPF’s scholarly rigor with its bold vision for a more just world.
The Challenge
WPF’s work is rooted in academic research, yet its impact extends far beyond scholars. The challenge was to build a brand that balances structure and rigor with an inviting, contemporary presence. The guiding question was “How might we create a dynamic, scalable website that communicates WPF’s vision, fosters collaboration, and serves as an engaging platform for advocacy and education?”
Research & Strategy
We began with a deep analysis of WPF’s history, mission, values, and existing content to uncover opportunities for stronger digital storytelling and engagement. Guided by these insights, we crafted a strategic plan centered around the goals of creating a responsive, modular website with advanced search and content filtering—prioritizing accessibility, education, and a seamless user experience.
Visual System
We established a comprehensive visual and verbal identity that balanced academic rigor with an optimistic, inclusive tone. This cohesive system informed every aspect of the project, ensuring clarity and consistency across platforms. From typography and color to tone of voice, it unified WPF’s message and amplified its global impact.
Digital Experience
Building on this foundation, we designed a modular, scalable website architecture that prioritized accessibility and engagement. Advanced search and filtering capabilities made it easy to navigate WPF’s extensive repository of scholarly work, while a contemporary aesthetic reinforced professionalism and encouraged global collaboration.
The Impact
The new website empowers visitors to conduct independent research through a seamless user experience and easy-to-navigate information structure while offering opportunities for connection and collaboration by exploring peace and justice issues.
