
Tone
A determined, unhesitating collective of kindness
• Raw, authentic tone
• Forthright, inspiring call-to-action
• Friendly and trustworthy voice

Style
Energetic in drama and boldness
• Bold use of geometries and color
• Warm photos of groups in action
• Softer typeface and large headlines

Interaction
Every action has a reaction in a connected community
• Content leads to an action
• Mission-based navigation
• Spotlight localized information