A program geared to shift culture and narrative to increase investment, leadership development, and technical training through apprenticeships and community building.
SERVICES /
Logo Design
ABOUT /
BIPOC-led
OVERVIEW /
Alliance for Movement Operations (AMO) is a program housed within the Center for Empowered Politics, dedicated to shifting culture and narrative around operations in social justice organizations. Through apprenticeships, training, and community building, AMO supports the recruitment and development of back-office staff who are aligned with social justice values and equipped to advance movement goals. The program serves both new and seasoned operations staff across organizations.
CHALLENGE /
As a new and evolving program, AMO needed a name and visual identity that could communicate the depth and impact of its work—something that could encompass multiple layers, from technical training to the people they serve. The team wanted to affirm the importance of operations staff within the social justice organizations and have the logo capture the essence of the work. They were looking for an identity that represented the multiple layers of the program while maintaining a fun and creative look, as these are also important aspects of the culture within the program and the energy of those doing the work.
As a new and evolving program, AMO needed a name and visual identity that could communicate the depth and impact of its work—something that could encompass multiple layers, from technical training to the people they serve. The team wanted to affirm the importance of operations staff within the social justice organizations and have the logo capture the essence of the work. They were looking for an identity that represented the multiple layers of the program while maintaining a fun and creative look, as these are also important aspects of the culture within the program and the energy of those doing the work.
As a new and evolving program, AMO needed a name and visual identity that could communicate the depth and impact of its work—something that could encompass multiple layers, from technical training to the people they serve. The team wanted to affirm the importance of operations staff within the social justice organizations and have the logo capture the essence of the work. They were looking for an identity that represented the multiple layers of the program while maintaining a fun and creative look, as these are also important aspects of the culture within the program and the energy of those doing the work.
APPROACH /
After identifyin their brand archetype as the Realist and the Magician, we started with the foundational understanding that the logo needed to feel approachable yet polished, inclusive, meaningful, creative, fun, and inspiring.
We took the idea of a collective—a group of something that makes up a whole, which represented the many types of roles they support and the tools they provide through their training. We imagined how each person play an important part of the mission, regardless if they are front-line organizers or operations staff—everyone contributes to the win (mission).
From that idea, building a lowercase "a" from (Alliance for Movement Operations), became the symbol that brough the shapes together. We chose abstract geometric shapes while also including a gear (tools) and a heart (AMO means "love" in Spanish". The goal was to make this logo be something they could share with everyone and use on merch to inspire staff, so it needed to feel fun, playful, exciting, while also speaking directly to the mission. The end result was a fun and vibrand logo made up of colorful shapes that is full of personality and joy.
After identifyin their brand archetype as the Realist and the Magician, we started with the foundational understanding that the logo needed to feel approachable yet polished, inclusive, meaningful, creative, fun, and inspiring.
We took the idea of a collective—a group of something that makes up a whole, which represented the many types of roles they support and the tools they provide through their training. We imagined how each person play an important part of the mission, regardless if they are front-line organizers or operations staff—everyone contributes to the win (mission).
From that idea, building a lowercase "a" from (Alliance for Movement Operations), became the symbol that brough the shapes together. We chose abstract geometric shapes while also including a gear (tools) and a heart (AMO means "love" in Spanish". The goal was to make this logo be something they could share with everyone and use on merch to inspire staff, so it needed to feel fun, playful, exciting, while also speaking directly to the mission. The end result was a fun and vibrand logo made up of colorful shapes that is full of personality and joy.
After identifyin their brand archetype as the Realist and the Magician, we started with the foundational understanding that the logo needed to feel approachable yet polished, inclusive, meaningful, creative, fun, and inspiring.
We took the idea of a collective—a group of something that makes up a whole, which represented the many types of roles they support and the tools they provide through their training. We imagined how each person play an important part of the mission, regardless if they are front-line organizers or operations staff—everyone contributes to the win (mission).
From that idea, building a lowercase "a" from (Alliance for Movement Operations), became the symbol that brough the shapes together. We chose abstract geometric shapes while also including a gear (tools) and a heart (AMO means "love" in Spanish". The goal was to make this logo be something they could share with everyone and use on merch to inspire staff, so it needed to feel fun, playful, exciting, while also speaking directly to the mission. The end result was a fun and vibrand logo made up of colorful shapes that is full of personality and joy.
IMPACT /
The process gave AMO more than just a logo—it provided a clear structure for a program that once felt abstract. What had previously been difficult to define now had a container that carried meaning for those involved. It helped the team solidify a new name and shape a distinct personality, supported by a bold, playful, and movement-aligned visual identity that honors both the work and the essential contributors driving social change.
The process gave AMO more than just a logo—it provided a clear structure for a program that once felt abstract. What had previously been difficult to define now had a container that carried meaning for those involved. It helped the team solidify a new name and shape a distinct personality, supported by a bold, playful, and movement-aligned visual identity that honors both the work and the essential contributors driving social change.
The process gave AMO more than just a logo—it provided a clear structure for a program that once felt abstract. What had previously been difficult to define now had a container that carried meaning for those involved. It helped the team solidify a new name and shape a distinct personality, supported by a bold, playful, and movement-aligned visual identity that honors both the work and the essential contributors driving social change.
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Every role, seen or unseen, are part of a bigger ecosystem that drives meaningful change.
ALLIANCE FOR MOVEMENT OPERATIONS
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Every role, seen or unseen, are part of a bigger ecosystem that drives meaningful change.
ALLIANCE FOR MOVEMENT OPERATIONS
LETTER "a" FOR "ALLIANCE"
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DIFFERENT SHAPES REPRESENTING THE MANY ROLES & PEOPLE THAT CONTRIBUTE TO THE COLLECTIVE MISSION
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ABSTRACT LOWERCASE "a" MADE UP OF DIFFERENT SHAPES REPRESENTING THE PEOPLE & TOOLS OF THE PROGRAM
The final logo includes a heart on the bottom right of the letter as a nod to the acronym of the name "Alliance for Movement Operations" (AMO), meaning "love" in Spanish.
A PLAYFUL AND VIBRANT COLOR PALETTE THAT REPRESENT THE PROGRAM'S CULTURE AND APPROACH
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CLIENT
Testimonial
OAKLAND
California
KATIA THIEL
ASSOCIATE DIRECTOR OF MOVEMENT INFRASTRUCTURE, CENTER FOR EMPOWERED POLITICS
To have Donajà do a very streamlined process was wonderful. It forced us to dedicate time to it and be immersed in it.
KATIA THIEL
Associate Director of Movement Infrastructure, Center for Empowered Politics
We really wanted a logo to represent this new area of work and capture the essence of our program. What felt really important for us was to have operations staff in the social justice movement to identify themselves as a critical part of the movement. We wanted a logo that resonated with them, captured the essence of the work, but be fun and creative as those are the things that live within folks that do this kind of work.
It was wonderful to be able to work with Donajà because she was really trying to capture what this program is. She really drew out of us the things that we actually wanted to uplift. Having that bird's eye view and be able to focus on the major concepts was really helpful.
I love how quick the process was. Not knowing what it takes to create a logo, I was thinking it was going to be this months-long process with many different iterations. So to have Donajà do a very streamlined, fast and furious process was wonderful. It forced us to dedicate time to it and be immersed in it.
I just really love the logo. I'm just really excited for what we can do with it.
+ CASE
STUDIES +
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LET'S WORK
TOGETHER
READY TO PUSH BOUNDARIES,
MOVE HEARTS, & SHAKE THE WORLD?
Get Started with
The Brand Magic
Workshop
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UNAPOLOGETIC BRANDS FOR UNAPOLOGETIC HUMANS
FOR FOUNDERS ROOTED IN UNSHAKABLE VALUES
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Brand strategy, branding design, and website design for women of color entrepreneurs, founders, leaders and BIPOC-led organizations in the Bay Area and beyond.
Latina-Owned / Veteran-Owned
© Donaji Mejia 2025
