MVMT10K

Movement of 10,000 (MVMT10K) Logo, Website & Rack Card
—created for The Indianapolis Foundation at CICF

CHALLENGE:
In 2021, CICF’s executive leadership team envisioned a bold new initiative: The Movement of 10,000 (MVMT10K)—a digital platform designed to advance racial equity by recruiting 10,000 people across Central Indiana to commit to anti-racist learning and action. One of the earliest creative challenges: the name MVMT10K was already established by leadership, and while it carried ambition and energy, it required thoughtful brand development to clearly communicate the platform’s purpose and values to a broad and diverse audience.

SOLUTION:
I partnered with the Director of IT as co-project managers to bring this initiative to life. Together, we created and led the process to select a developer partner to build the app, ultimately identifying Haystack. I led the branding, marketing, communications strategy, and user experience design, ensuring a consistent and intentional narrative throughout the platform’s creation and launch. Later in the project, a content specialist was brought in to curate the content within the platform and design educational pathways for users.

I created the MVMT10K logo with initial thought-leadership and discovery from Kheprw Institute, wrote and designed the rack card used for recruitment with community and business partners, and guided the creation of the website, collaborating with development firm Haystack to ensure functionality aligned with user goals. My copywriting and UX approach centered on clarity, empathy, and accessibility—transforming an abstract goal into a tangible call to action.

MVMT10K launched as a digital gateway to equity education, community events, and personal reflection. What began as a leadership vision became a core pillar of CICF’s racial equity strategy—powered by thoughtful design, cross-departmental collaboration, and a shared commitment to social impact.

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