The National Federation of Independent Business was founded in 1943 to advocate for small business owners in state and federal legislature. With over 300,000 members, it’s the largest trade association with an exclusive focus on small business owners. It has a significant reputation in the media, legislatures, and the courts. But its awareness among its core demographic – small business owners – is barely there. NFIB is not just a logo or a tagline. It’s a breathing, changing thing.
One of the more important extensions of the identity was a photography style guide. Small business is rife with clichéd stock photos. Think hyper-clean women and men with artificial smiles and their arms folded standing in front of their fake businesses. We created guidelines to ensure that photos show people at work, absorbed in what they’re doing and surrounded by relatable chaos.
Role: Creative Director, Design Lead
Photo Art Direction
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