The School of Social Policy and Practice at UPenn (SP2) needed a brand and website that celebrated its legacy and prestige, while also showcasing its highly progressive programs and commitment to social justice. The messaging platform and website content we created for SP2 leans heavily into its belief in the power of policy and practice to make meaningful societal change. It also differentiates SP2 by highlighting how students are able to engage in transdisciplinary research across the UPenn ecosystem, and to make real-world impact in and around Philadelphia.