Bringing History to Life with American Heritage Partners
This past year, our team partnered with American Heritage Partners (AHP) in their mission to honor the American experience. At American Heritage Partners, their mission is to sponsor educational programs related to American history and to partner with leading heritage societies and other institutions to better educate and inform citizens about our shared rich American heritage. AHP collaborates with these organizations to gain a wider audience and present the story of America in all its challenges and glories.
While their branding at the time was informative, it lacked cohesiveness, making their content feel untrustworthy and overwhelming to viewers.
In partnering with them, our main vision was to create a brand that prompted engagement and curiosity among their audience while still feeling professional and patriotic.
Looking Back to Move Forward
One of the things that drew us to American Heritage Partners was their commitment to telling the full story of America, not just the typical stories and heroes, but rather highlighting the not-so-well-known struggles for certain historical figures, groups, and emphasizing the unsung heroes whose stories have been overshadowed.
In developing their brand, it was important for us to also consider the current state of the country and how it compared to what our founding fathers had imagined for America. Walking that tension was emotionally daunting. How do we make sense of the injustice that has taken place, or further understand the divides of church and state, that is still happening today, and still feel proud of our history and hopeful for the future?
In our research, we became fixated on the preamble to the United States Constitution: “We the People of the United States, in Order to form a more perfect Union, establish Justice, insure domestic Tranquility, provide for the common defense, promote the general Welfare, and secure the Blessings of Liberty to ourselves and our Posterity, do ordain and establish this Constitution for the United States of America.”
Our shared goal between our team and AHP became clear: to be humanity-forward, empathetic, and to celebrate the work of those who carved a path for the right people to enact change that maintained the vision of unity, justice, welfare, and liberty, but also recognizing the reality of the actions and policies that have been established to undo that work.
Historic Symbolism and Establishing the Visual Brand
With our convictions in place, it was time to create a visual brand for their team. We refreshed their brand mark, which originally reflected the Great Seal of the United States. The eagle represented freedom and independence, the olive branch signified the pursuit of peace, and the scrolls symbolized the union of the original thirteen states.
As we developed their brand palette, we drew inspiration from the American flag, using the traditional colors of red, white, and blue to maintain consistency with AHP’s vision, mission, and values. The red signified valor and courage, the blue symbolized perseverance and justice, and the white represented purity. These colors served as the basis for photo treatments for duotone images to modernize the historical figures featured on social media and in their blog. As support, we also deconstructed the logo into individual assets to use across their website and collateral. With all these elements working together, it helped their brand engagement, established stability, and gained their audience’s trust.
Additionally, these elements were all used to create strategic collateral that allowed American Heritage Partners to appeal to a digital audience. For instance, QR codes were placed on business cards and roll-up banners to raise website engagement allowing viewers to see when their informational events were taking place, read articles their team had written on historical figures and moments, and engage with additional reading material and resources. Their brand was also integrated across social media platforms like Instagram and Facebook to allow their audience to keep up with articles, blogs, and their “On This Day in History” series.
Creating a Brighter, More Hopeful Future
Creating a Brighter, More Hopeful Future
Our brand, built for American Heritage Partners, was a reminder of what brings us together and the shared hope and vision we have for our country and its people. We’re proud of our work and excited to work alongside a team passionate and committed to narrating the complete American story, fostering resilient communities, and doing the hard work of investigating our history to reveal the courageous lives and stories that have shaped our world today.
By honoring the people and places of our past, we acknowledge the roots from which our lives, memories, and American stories stem. It is these connections that serve to ground us in the present while guiding us towards a brighter future.
