After the successful launch of the Let’s Move platform, Michelle Obama needed two more equally compelling platforms as part of her First lady duties.

While working with the ‘White House’ agency of record, I created the visual identities for the two remaining platform identities - Joining Forces and Reach Higher. By applying humanity to the brands with the goal of showing that this administration is doing things differently than previous administrations.

Joining Forces - Provided Support for our Service Members, Veterans, and their Families Joining Forces works hand in hand with the public and private sectors to ensure that service members, veterans, and their families have the tools they need to succeed throughout their lives.

The Reach Higher initiative is the First Lady’s effort to inspire every student in America to take charge of their future by completing their education past high school, whether at a professional training program, a community college, or a four-year college or university.