Launching a Visionary Public Space in Honor of a Historic Presidential Legacy
Brand & Experience Strategy
Ahead of its 2022 groundbreaking, The Obama Presidential Center was envisioned as a global destination for visitors to experience the values and ideals of our America’s first Black President and First Lady. Situated in the South Side of Chicago, and designed by architects Todd Williams and Billie Tsien, this campus stands to be a beacon of hope and empowerment for all.
In tandem with the architectural design process and in partnership with the Obama Foundation’s leadership, global design firm Pentagram, and her team at LaPlaca Cohen, Diane led a brand strategy process that sought to encapsulate the Obama’s majestic renown alongside their welcoming grace.
The culminating strategy included naming of the campus and its major sites, brand architecture, tone of voice, pillars of impact, and brand activation tactics.
Explore the Center here.