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Making the Occupy movement relevant again

Overview
Occupy Wall Street was born as a non-violent social movement shedding light on the widening gap between the 1% and 99% of the population and the corporate influence on politics.

Today, the movement has fallen out of pace with culture, even though the issue of economic injustice is extremely relevant.

The challenge lay in making the exceptionally emotional brand relevant with current culture in order to change the perception of its failure and encourage participation.

Strategy
The problem with Occupy Wall Street was not the facts, nor the figures, not even the passion. It was lack of leadership. It led to the inability to make sound decisions, lack of a clear path to the way forward and varied agendas of the millions who joined.

People need a clear, actionable path that can inspire them to achieve personal goals, while benefitting society.

The way forward lay in positioning Occupy Wall Street as a provocative, just and persistent movement focused on economic injustice. A credible source that exposes greed and corruption, opposes economic injustice and empowers the 99% to take action for real change.

Tactics
A renewed positioning that focuses on a structured movement, while keeping in mind the essence of democratization. It uses the details of leadership, without dictatorship.

The execution focused on simple, yet impactful design that could be adapted easily by the multitude, while being bold and recognizable. The design also introduced the three platforms - Expose, Oppose and Propose - that form the basis for all tactics to be employed by the movement in order to galvanize and mobilize the 99%.

Outcome
The strategy and execution was inspiring to a few Occupiers who attended the Thesis presentation in New York City and has been handed over to them to take forward, with the help of the team.

Thesis Project
Summer 2014

Masters in Branding
School of Visual Arts

Credits
Head of Program:
Debbie Millman

Thesis Advisor:
Scott Lerman

Design:
AJ Mekky and Alejandro Largo

Strategy:
Arunima Agarwal, James Cesario, AJ Mekky and Alejandro Largo

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Selected Projects