After more than twenty years dedicated to defending immigrants in the Washington DC area, Capital Area Immigrants' Rights (CAIR) Coalition faced a rather fortunate challenge: their growth had exceeded their organizational identity and name. Swell spearheaded the creation and launch of a new brand identity, name, and website that not only captured their enduring mission but also revitalized support from longtime and new backers alike. Thus was born The Amica Center for Immigrant Rights, symbolizing a renewed commitment to their cause while honoring their rich legacy.
Amica Center’s track record in immigrant rights is impressive. They consistently deliver results, and their expanding network of partners and supporters reflects their high regard in the community. Our challenge was to refresh the organization’s brand and communications to inspire even more engagement and highlight their achievements, all while preserving the effective elements of their original strategy.
Amica Center is fueled by dedicated attorneys, advocates, and partner organizations. We aimed to ensure that the brand’s look, feel, and voice reflected this dynamic energy. We crafted a clean, classic design that exudes expertise and paired it with a versatile tone that transitions seamlessly from press releases to impassioned rallies at the courthouse steps.
All of this is wrapped in a warm, undeniably human sensibility that invites others to join the conversation, while always keeping the focus on the people at the heart of the work.
From merchandise and mailers to one-pagers and newsletters, we created a comprehensive suite of branded materials to unify Amica Center’s communications, resource-building, and fundraising efforts under a cohesive and polished brand identity.
We designed Amica Center’s site to rally financial and volunteer support for the organization, provide easy-to-access legal resources to immigration attorneys, and allow potential clients to reach out for help. With a user-friendly front- and back-end, visitors can quickly find the pages that suit them—while the Amica Center team can easily update the site as their organization evolves.
Amica Center works because of their dedicated network of staff, partners, and volunteers. Now they can keep showing up for immigrants facing detention and deportation—equipped with a new site, brand identity, and digital toolbox that’ll grow with the organization.
We’re honored to have played a part supporting their work making sure every immigrant has access to due process and legal representation. Looking forward to finding more ways to back the movement.
