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Infrastructure Report Card Brand

The colorful iconography of the Report Card for America’s Infrastructure sets ASCE’s message apart from the typical information bombarding policy-makers daily.

Client

American Society of Civil Engineers

Services

Branding Campaign Digital Publications

CHALLENGE
Create a provocative, multi-channel brand for data and policy communications to educate and influence decision-makers to take action on improving the nation’s infrastructure.

SOLUTION
To help ASCE make its case for increased funding to meet the nation’s severe infrastructure challenges, KINETIK built an identity around icons representing the 16 infrastructure categories graded in the Report Card, the comprehensive evaluation ASCE issues every four years depicting the condition and performance of American infrastructure and recommendations for improvement.

Simple photo illustrations and a bright color palette combined with dynamic data perform seamlessly across multiple digital and print media. A “wallpaper” of infrastructure icons lays the foundation, while the multicolor map immediately and somewhat whimsically draws the user into the national experience of diverse infrastructure needs. Clipboards depict the category letter grades, drawing on the familiar form of a school report card. KINETIK created a comprehensive brand system and style guide for ongoing multimedia applications.