C&S (Formerly Citizens & Scholars)

A brand built to unite a divided generation.

The Institute for Citizens & Scholars is a nonprofit activating young Americans around civic engagement, reframing political division as an opportunity for connection through "the power of and."

Partners since 2025

Services provided:

Brand Design & DevelopmentBrand StrategyCopywritingMessagingUX/UIWeb Development & Design

INDUSTRY

Civic Education Nonprofit

WEBSITE

cands.org

New Name

Rebranded from Institute for Citizens & Scholars to C&S, anchored by the ampersand.

New Voice

Replaced academic language with a direct vocabulary built for Gen Z.

New Platform

Delivered a brand manifesto and positioning around "The power of &"

The Challenge

Citizens & Scholars needed to reach Gen Z, but their brand voice and site were speaking to a legacy nonprofit audience instead. Messaging leaned on academic, top-down language that didn't reflect how young people actually talk or think about civic life, and the organization lacked a unifying brand device to tie together its many programs, partners, and sub-brands.

The Solution

Yellow Lion led a full brand strategy engagement centered on "the power of &," reframing the organization's mission around connection instead of division. We introduced the ampersand as a core brand device, shortened the name to the more approachable C&S, and rebuilt the brand voice with clear, direct language guidelines. From there we developed a positioning and messaging framework across four audience segments and designed and built a new self-managed website to bring the brand to life.

What We Did

Phase 1

Brand Strategy & Positioning

Stakeholder interviews and category/competitive immersion
Brand House development: purpose, personality, values, positioning
Target profiles and messaging strategy across four audience segments
Brand vision workshop and long-term pillar development

Phase 2

Website & Digital Experience

Low-to-high fidelity wireframes across up to 10 pages and 3 templates
Custom self-managed WordPress build
Site map and IA built around segment-specific user journeys
UI kit: graphic system, icon library, typography, and components

Phase 3

SEO/AEO Content Optimization

SEO keyword strategy built into site architecture from day one
CTA strategy aligned to each audience segment’s next step
On-page content optimized for search visibility and clarity
Blog migration and content architecture built to scale

Phase 4

Visual Identity & Design

Brand voice and style guide with clear do’s and don’ts
Animation assets and homepage motion design
ADA/WCAG 2.2-compliant templates across desktop and mobile
Photography, button styles, and component library for ongoing use

"Yellow Lion helped us see brand identity completely differently. This is a dramatically different direction for us — one where people will know our mission before they know our name. That's a fundamental shift, and it's exactly the kind of thinking we needed."

Jay Geneske

Chief Communications and Engagement Officer