The social sector powers 5.2% of the U.S. GDP, yet it remains underfunded and constrained by outdated rules and narratives. Social Current, a leading force in the sector, set out to change that. Inspired by the documentary Uncharitable, they envisioned a movement that would spark nothing short of a revolution — one that would demand recognition, reinvestment, and systemic transformation.
We partnered with Social Current to create the identity for this revolution. We gave it a name, Five & Rising, that both spotlights the sector’s economic power (“Five” for 5.2% GDP) and signals unstoppable momentum (“& Rising” as a rallying cry). From there, we built the brand identity and messaging system designed not for an organization, but for a movement: bold, unapologetic, and impossible to ignore.

Name: A declaration of value and power, turning a statistic into a movement.

Logo & Visual System: A strong, flexible mark paired with a vivid palette (electric lime, grounded plum, inspiring cranberry) that signals grit, urgency, and catalytic energy.

Messaging & Voice: Urgent, direct, and unapologetic. Copy that reframes the sector as an economic force and calls for systemic reinvention.

Illustration & Metaphors: Stark, textured visuals—wrecking balls, leaky buckets, egg shells—that dramatize broken systems while symbolizing the sector’s bold act of breaking free.

Five & Rising is more than a name, logo, or campaign. It’s a movement that gives the social sector clarity, confidence, and conviction. It’s no longer invisible. It’s a bold economic force with the tools to lead systemic change and rise unapologetically.