How design thinking unlocked the future of this organization’s messaging and brand.

For nearly 80 years, the American Press Institute (API) has guided media and journalism leaders navigating changes in the field. In recent years, the field has grown increasingly crowded and API needed a new way to communicate its unique value, and better engage with key audiences.  

Mission Partners began with a landscape audit of API’s peers, as well as a series of in-depth interviews with members of the API community. Through this process, Mission Partners discovered that API’s legacy brand was not effectively communicating the fresh and forward-thinking work of the organization. Carrie Fox led the team through a design thinking session to help unlock the future of the brand, which also informed new messaging and a new visual identity, which were formalized in a new brand and style guide. The Mission Partners’ team then applied the new brand to a refreshed and user-friendly website and brand materials.  

API’s new brand and accessible website was met with an enthusiastic response from its community and received recognition from GDUSA in their 2023 American Graphic Design Awards for branding and identity programs.