PEACE FIRST Design & Branding LOGO by Arc Chicago


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Arc Chicago
Creative Director Michael Starcevich
Art Director Lacy Liversedge, Jose Maria Angel - Jaime Gonzalez
Account Supervisor Lisa Grochocki
Released February 2010

Credits & Description

Category: Logo Design
Advertiser: PEACE FIRST
Date of First Appearance: Mar 1 2010
Entrant Company: ARC WORLDWIDE, Chicago, USA
Chief Creative Officer: Bill Rosen (Arc Worldwide)
Executive Creative Officer: Tony Rogers (Arc Worldwide)
Creative Director: Michael Starcevich (Arc Worldwide)
Senior Copywriter: Dan Thorne (Arc Worldwide)
Senior Art Director: Natalia Kowaleczko (Arc Worldwide)
Art Director: Lacy Liversedge (Arc Worldwide)
Art Director: Maria Gonzalez (Arc Worldwide)
Account Director: Katie McClay (Arc Worldwide)
Account Supervisor: Lisa Grochocki (Arc Worldwide)
Media placement: Marketing Materials - Peace First Schools across the US - March 2010

Describe the brief from the client
For almost two decades, Boston-based “Peace Games” has collaborated with over 70 American schools to teach practical, everyday skills that give children the power to create peaceful conflict resolution, prevent violence, and foster proactive social justice. They asked us to help them expand their mission with “bigger investors and corporate sponsorships.”

Describe the challenges and key objectives
The first thing we did was convince our client that their inspired goals were being undermined by a misleading name and a primitive logo. “Peace Games” suggested an event to most people, and the way their brand looked and acted didn’t feel as lofty as the company’s ideals.

Describe how you arrived at the final design
We created a new name, "Peace First," and a whole new visual identity based on communication between children. Starting with a logo that represents smiling, talking kids… and detachable quotation marks that reinforce the importance of communication. It was important for us to strike a balance between serious and playful; create something that spoke to adults but was also so simple a child could draw it.

Give some indication of how successful the outcome was in the market
The new name and identity was instantly embraced by the entire organisation, from employees to volunteers to teachers to children. Peace First launched its new identity in early 2010, has already garnered the biggest corporate sponsorship of its life, and is working hard to fund a nationwide initiative called the “Peace First Prize” that will reward and inspire young Peacemakers across America.