We will defend one another
After more than twenty years dedicated to defending immigrants in the Washington DC area, CAIR Coalition faced a rather fortunate challenge: their growth had exceeded their organizational identity and name. Swell spearheaded the creation and launch of a new brand identity, name, and website that not only captured their enduring mission but also revitalized support from longtime and new backers alike. Thus was born The Amica Center for Immigrant Rights, symbolizing a renewed commitment to their cause while honoring their rich legacy.
1 — The Challenge
Tried-and-true solutions
Amica Center’s track record in immigrant rights is impressive. They consistently deliver results, and their expanding network of partners and supporters reflects their high regard in the community. Our challenge was to refresh the organization’s brand and communications to inspire even more engagement and highlight their achievements, all while preserving the effective elements of their original strategy.
2 — The Brand
Professionalism and passion united
Amica Center is fueled by dedicated attorneys, advocates, and partner organizations. We aimed to ensure that the brand’s look, feel, and voice reflected this dynamic energy. We crafted a clean, classic design that exudes expertise and paired it with a versatile tone that transitions seamlessly from press releases to impassioned rallies at the courthouse steps.
All of this is wrapped in a warm, undeniably human sensibility that invites others to join the conversation, while always keeping the focus on the people at the heart of the work.
A bold new logo — Softened edges lend warmth to these unflinching letterforms, while the subtle angles of the “i” guide the eye upward, hinting towards the name’s pronunciation (“uh-MEE-cuh”).
Strength in friends — Tabbed manila folders inspire structural brand elements throughout, with rounded corners reflecting the supportive and communal spirit behind the revamped name.
Life up close — Portrait imagery and close-ups of human connection, and local environments ground the brand in a tactile, deeply human aesthetic.
3 — The Collateral
The brand in action
From merchandise and mailers to one-pagers and newsletters, we created a comprehensive suite of branded materials to unify Amica Center’s communications, resource-building, and fundraising efforts under a cohesive and polished brand identity.
Social templates — We created easy-to-use templates for the Amica Center team to use their new brand across their digital platforms, giving them the tools to keep the organization’s look and feel consistent.
4 — The Website
A resource and action hub
We designed Amica Center’s site to rally financial and volunteer support for the organization, provide easy-to-access legal resources to immigration attorneys, and allow potential clients to reach out for help. With a user-friendly front- and back-end, visitors can quickly find the pages that suit them—while the Amica Center team can easily update the site as their organization evolves
Tools & guides — With distinct categories and a streamlined layout, we transformed Amica Center’s growing archive of legal resources into manageable resource pages.
5 — Fundraising
Responding to a crisis with action
As the Trump administration escalated its attacks on immigrant communities, Amica Center for Immigrant Rights turned to Swell for a rapid-response digital fundraising campaign. We deployed a two-pronged strategy: targeted digital ads to build a donor base and nurture new supporters, and email campaigns leveraging Amica’s current list and allied partners. Together, we aimed to raise funds, increase awareness, and grow a sustained donor pipeline for future impact.
Swell raised over $4 for every $1 spent on media and added nearly 1,800 new donors to Amica Center’s network. Our strategy blended emotional resonance with precise targeting to deliver critical funds when they were needed most.
Ads — Our ads strategically tapped into the urgency of Trump’s anti-immigration agenda, leveraging breaking news and executive actions to mobilize concerned progressives and drive timely donations.
6 — The Impact
Continuing the fight
Amica Center works because of their dedicated network of staff, partners, and volunteers. Now they can keep showing up for immigrants facing detention and deportation—equipped with a new site, brand identity, and digital toolbox that’ll grow with the organization.
We’re honored to have played a part supporting their work making sure every immigrant has access to due process and legal representation. Looking forward to finding more ways to back the movement.
