Wikimedia Foundation/Communications/Wikimedia brands/2030 movement brand project/Timeline

Below is the outline of the process and timeline for the 2030 Movement Brand Project. It includes activities that will happen at each phase. Details will be added to each phase as the process advances. Timeframes are subject to change.

Phase 0: Planning (completed)

July - December 2019

Planning the process that is aligned with the set objectives and goals.

Activities:

• Summarize findings from the 2030 research and planning community review [✓]
• Make project recommendation to Board of Trustees [✓]
• Invite affiliates and community volunteers to join Brand Network for guiding future brand changes [✓]
• Select project design partner: Snøhetta [✓]
• Develop project process and timeline [✓]
• Invite Brand Network and movement leaders to concepting workshops [✓]

Phase 1: Concept Development (in progress)

January - April 2020

Series of in-person workshops and online activities to generate a unified concept that will guide work throughout the project. Community members develop concepts that represent what the Wikimedia movement means to them. Community members are then invited to give feedback on those concepts. Feedback is used to create one unified concept that captures the most important themes.

Recap of concept workshop with Snøhetta and Wikimedia Foundation in Oslo, January 2020

Activities:

• Three concept workshops, with community members from around the world, cohosted with the project design partner, Snøhetta:
  • Oslo workshop - January 13 - 16 [✓]
  • Online workshop - February 4 - 6 [✓]
  • Bengaluru workshop - February 17 -20 [✓]

• Movement-wide opportunities for input (online activities):
  • Concept exercise #1: What does free knowledge mean to you? Participation through Snøhetta's website or on the talk page. [✓]
  • Concept exercise #2: "Who are we?" Which concept(s) best represent the Wikimedia movement? Participation through Snøhetta's website or on the talk page. [✓]
  • Community-run Request for Comments on "Should the Foundation call itself Wikipedia".
  • Community discussion of the project on wikimedia-l (thread "Brand Project: Who are we as a movement?")

• Development of unified concept and announcement via live webinar - 16 April, 15:00-16:00 GMT (participation link to come)

Phase 2: Naming Convention Proposal

May 2020

The unified concept is used, along with other concepts and themes identified in feedback throughout the process, to develop naming convention proposals for the movement. The proposals are shared with the communities for feedback. One proposal is selected and refined.

Phase 3: Design Development

April - June 2020

Develop a design rooted in the concept, the research, and the Movement’s 2030 needs that works as a tool for community goals.

Community involvement: design reviews and responses, testing for alignment with Movement goals, naming challenges, and local cultural contexts

Checklist:

• Develop and share first round of brand identity system
  • Participants: Brand Network, Foundation, Affiliations Committee, and Movement-wide call for comments

• Refine brand identity system based on collected feedback
  • Participants: Brand Network, Foundation

Phase 4: Style guides

June 2020

Gather the design elements, assets and tools on a digital platform in preparation for everyone in the movement to access and use.

Community involvement: ideation, expansion, and adaptation for local contexts

Checklist:

• Snøhetta presents an integrated reference point that can be adapted to local contexts.

2030 movement brand project timeline

Phase 5: Adopt and advance brand (pending approval from the Board of Trustees and executive leadership)

July 2020 - December 2020

Organizational implementation with opt-in system for affiliates.