six women sit around a large white table that is strewn with cut-out images of various color and shape graphics. some are cutting the paper with scissors, others are taping or gluing the images to larger paper. they are in a room with three other tables, each of which has 3-5 people at them.
Envisioning a new identity within the progressive movement
with re:power

re:power is a team of organizers, strategists, and technologists dedicated to building transformative political power. By partnering with individuals, organizations, and coalitions across the country, re:power uncovers leaders within communities to create radical change.


US / Nationwide

Topic Area

Civic Participation

Project Type

Visual Identity

As the U.S. political landscape shifted in the wake of the 2016 election, the progressive movement was becoming more focused on racial and gender justice. Wellstone Action was simultaneously in a state of discovery around its role as a trainer and capacity-builder. The team wanted to pursue a new identity that reflected their work and the world around them: bold, intentional, and rooted in change organized by and for historically marginalized communities.

We partnered with re:power (formerly Wellstone Action) for a human-centered organizational rebrand. We engaged a wide variety of stakeholders, co-created ideas for a name, visual strategy and messaging, and iterated with those audiences until the final brand was clear, compelling and truly owned by the re:power team. Now, their new name and visual presence serve dual functions: to reflect and honor the dynamic work they were already doing, and to illuminate their path forward as an organization.

Project Outputs


re:power’s new brand captures what they do best: examine power in every context and speak truth to it, while offering a deeper and more precise set of written and visual language to identify as an organization. Their new mission, vision, and value statements serve as a roadmap for sharpening their analysis and focus in their work moving forward, and their new visual identity positions them as a bold and dynamic voice in their field. Our full scope of work included a new name and tagline; mission, vision and value statements; logo and other visual elements; and a temporary landing page for their new website.

The final re:power logomark.
The visual overview from the re:power brand guidelines.
The temporary landing page to launch the new brand as a new website is developed.
black and white headshot of a medium-skinned smiling woman with long black wavy hair, wearing a black top and a patterned scarf in front of a white background

Modernizing a brand is a complicated project—modernizing a political brand is even more complicated. Greater Good successfully facilitated a process that spoke to the current political moment, honored the struggle for justice, and created a framework that made space for our people to be fully seen.

Deepa Kunapuli re:power

Client & Community Outcomes


We introduced design as a tool for both problem solving and power shifting. To that end, we used the design process to invite more inclusive decision-making and greater agency for re:power’s vast community of staff, board, alumni and partners. This inclusive co-design process equipped their organization to fully complete the transition into their new brand and ensure they felt ownership of the deliverables. “re:power is not just a new brand in the progressive movement, but a model for how human-centered design and social justice practices combine to further our goals of power building,” explains Deepa Kunapuli, re:power’s Vice President of Marketing and Communications.


re:power now shows up in the world with a new look and perspective, but with the same goal of building local leaders to make inclusive, effective changes in policy and politics with and for communities. The new brand catalyzes the organizational culture change that had already begun. It also contributes to the broader cultural landscape of organizations that are redefining politics—inclusive, unapologetic and focused on radical change.