The Movement Communications Design Framework (MCDF) grew out of a need we kept hearing from mission-driven partners: “How do we communicate our values in ways people can see, trust, and carry forward?”
We learned from pioneers like Stanford d.school’s Design Thinking and IDEO’s Human-Centered Design, adapting their iterative, participatory spirit. But while those frameworks focused on innovation or product fit, MCDF focuses on movements, where clarity, dignity, and repeatability matter more than sales metrics.
The framework also draws from neuroscience and social psychology: people remember images longer than words, trust signals they can easily repeat, and feel belonging when they recognize themselves in a story. These insights help us design communications that don’t just inform, they mobilize.
We also looked back. From the Suffragettes’ purple white green banners, to the “I AM A MAN” placards, to ACT UP’s Silence = Death poster, movements have always used design to distill complex struggles into simple, reproducible symbols. Their lessons run through MCDF’s five stages: Illuminate, Craft, Engage, Foster, and Sustain.
What makes MCDF distinct is its scope. It does not try to replace organizing or governance work. Instead it zeroes in on