Visual Identity design Under Pressure: Uniting Three Organizations Into One National Brand
About the work
From Marketing Director to Senior Visual Designer For Three-Org Merger Launch
Forward Party formed from the merger of three politically-aligned organizations — Serve America Movement, Renew America Movement, and Rank the Vote — into one national brand, on a public launch timeline of months. I worked directly with the CMO to turn merger strategy into brand decisions that could hold up under real political scrutiny.
Brand Strategy & Symbolism
Given the existing sub-brands and a creative brief — "old Las Vegas" and "oasis in the desert" — I researched direction, developed options, and built out the full brand from client feedback through to launch.
Stakeholder Alignment
Produced OOH, digital advertising, flyers, posters, and billboards across three to four sub-brands simultaneously, each with its own tight brand guidelines requiring detail-level adjustment.
Launch & Activation
Built a full brand and marketing launch the led post-launch recruitment campaign design and national launch event collateral, coordinating with operations and vendors.
Three orgs, one new brand
slide for before and after
Building brand systems & making established ones shine since 2019.
ATLANTA | NEW YORK | PARIS
2026 | Designed by Mary Bergeson | All Copyrights to the respective holders.
Icon is Louise Bourgeois “Arch of Hysteria” credit Sotheby’s Contemporary Evening 2019