For nearly two decades, Great Immigrants, Great Americans celebrated the achievements of extraordinary naturalized citizens. But as immigration became an increasingly polarizing issue, Carnegie saw an opportunity to evolve the campaign from an annual recognition program into a broader public statement about the essential role immigrants play in driving American innovation, economic growth, and civic life.
The existing campaign no longer reflected that ambition. To reach audiences beyond Carnegie's traditional network, the initiative needed a stronger cultural presence, one that felt relevant, shareable, and capable of reframing immigration through stories of contribution, opportunity, and belonging rather than political debate.
The high-energy refreshed identity was one that honorees were proud to champion themselves, significantly expanding its reach through organic participation from influential figures across entertainment, business, science, and public life.
I led a comprehensive rebrand that transformed the initiative from an annual recognition program into a broader cultural campaign. Connecting today's honorees to Andrew Carnegie's own immigrant story, the campaign reframed immigration as an act of courage, contribution, and belonging.
I developed a bold, digital-first identity designed to thrive across social platforms, helping the campaign engage influential honorees, including Jim Lee, Mo Amer, and Kareem Rahma, and expand its reach while preserving the prestige of a two-decade-old institution.
Jonas Richter (Creative Direction), Clara Neumann (Design Direction), Leon Weber (Art Direction), Mia Fischer (UX/UI Design), Daniel Vogt (Copywriting).