SNAP (Supplemental Nutritional Assistance Program) is a way for families in need to purchase healthy groceries. It is not a status, a label or a condition in which to place judgement; it is simply a way to pay for one’s needs. With this in mind, the primary goal of the SNAP rebrand is to bring dignity and comfort back into the hands and wallets of those using SNAP. Dignity, clarity and health are the cornerstone pieces of the brand that make it successful for the United States government and for the people it serves.
The leading words FOR BRAND & APP: dignified, bright, clear.
* Project designed in collaboration with Blake Loomis.
My process always begins with extensive research. Most of the time the research means delving into documents and tables but this project was different. This project was very human and so therefore I needed to talk to people who actually interact with SNAP on a regular basis. After interviewing several people who either use SNAP or assist people in getting SNAP, one word became the driving force behind the entire design: dignity. Bringing dignity back into the small interactions with SNAP became paramount. The card, the core of SNAP to most users, should be sleek but subtle. It should blend in with the sea of credit cards that most grocery cashiers (and those waiting in line) see everyday. The promotions and billboards should highlight the benefits of using SNAP rather than the negative connotation of government assistance — SNAP was created to help families in need eat good groceries and food — let’s highlight health and wellbeing! And finally, SNAP is meant to inspire you to achieve more and achieve your best — the brightness of the campaign is designed to push you to better foods and better nutrition for you and your family.