Occupy Wall Street Rebranding

Occupy Wall Street Rebranding was a part of the final Thesis projects for the Masters in Branding Program at School of Visual Arts.

2014 Thesis Project
Masters in Branding at The School of Visual Arts
Head of Program: Debbie Millman
Thesis Advisor: Scott Lerman
Design: AJ Mekky and Alejandro Largo
Strategy: Arunima Agarwal, James Cesario, AJ Mekky and Alejandro Largo
Occupy Wall Street was born as a non-violent social movement shedding light on the widening gap between the 1% and 99% of the population and the corporate influence on politics.
Today, the movement has fallen out of pace with culture, even though the issue of economic injustice is extremely relevant.
The challenge lay in making the exceptionally emotional brand relevant with current culture in order to change the perception of its failure and encourage participation. 
The problem with Occupy Wall Street was not the facts, nor the figures, not even the passion. It was lack of leadership. It led to the inability to make sound decisions, lack of a clear path to the way forward and varied agendas of the millions who joined. 
People need a clear, actionable path that can inspire them to achieve personal goals, while benefitting society. 
The way forward lay in positioning Occupy Wall Street as a provocative, just and persistent movement focussed on economic injustice. A credible source that exposes greed and corruption, opposes economic injustice and empowers the 99% to take action for real change.
A renewed positioning that focuses on a structured movement, while keeping in mind the essence of democratization. It uses the details of leadership, without dictatorship.
The execution focussed on simple, yet impactful design that could be adapted easily by the multitude, while being bold and recognizable. The design also introduced the three platforms - Expose, Oppose and Propose - that form the basis for all tactics to be employed by the movement in order to galvanize and mobilize the 99%.
The strategy and execution was inspiring to a few Occupiers who attended the Thesis presentation in New York City and has been handed over to them to take forward, with the help of the team.
The project will be featured in BranD Magazine, Hong Kong in September, 2014.
Back to Top