CCPL has a vision to build a healthy, inclusive civic pluralism in 21st century America. Their brand identity had to capture their belief that politics is prudential, not dogmatic; penultimate, not ultimate; important, but not sufficient. To support this mission, we worked with them to create a brand system capable of holding in tension a civic-mindedness that is smart, intelligent and warm in its appeal to all sides of the aisle, effectively oriented toward the public good. The ultimate goal being to communicate a confidence that public life and politics does not have to be a place of conflict and antagonism, but can instead be a forum for love and service.