Made By Us is a conglomerate of museums, historical sites, and historical societies working to inform 18- to 30-year-olds about U.S. history and encourage their civic engagement. They invited Citizen Best to evolve their social media to better serve the needs of their audience.
We first did an audit of their social channels and website, and reviewed their extensive audience research to best understand the subset of Gen Zers and Millennials they wanted to target. After the audit, we came up with recommendations for new primary and secondary colors, new fonts and their usage. We then designed templates that contained different elements: text only, an image plus text, a full-bleed bleed image, infographics, and video. We incorporated those elements into different types of posts, including partner event promotion, #MBUMonday (where every Monday Made By Us features a changemaker shaping the future of the nation), and historical thinking or historical culture. To make learning history fun and accessible, we integrated pop culture references and incorporated humor and an inspirational tone to facilitate emotional connection.
In the end, we delivered a wonderful library of social media assets and templates that invite Gen Z and young Millennials to engage with our nation’s past, present and future.