Igniting a New Renaissance Powered by People's Dreams...

INTRODUCING FREE TO DREAM™, BY COMMON

Manifesto artwork, by artist and collaborator, Todd Breland

BACKGROUND

FREE TO DREAM™ is founded by artist and activist, Common, with a mission to ignite a new renaissance powered by people’s dreams for a just and joyful future. He believes dreams have the power to change life outcomes.

Every transformation begins with a dream – Common

Founded upon Common's 20 year history working at the intersection of artistry and activism, FREE TO DREAM™ is dismantling the school-to-prison pipeline at both ends, in schools and in prisons, helping people of all ages reclaim their life’s true trajectory so they can do more than survive.

Firebrand led Common and his team through an extensive brand transformation, from story to visual identity, to programmatic innovation, culminating in a $1.5M pledge, their largest single gift to date, and a timely campaign to amplify youth dreams, called I AM FREE TO DREAM™.

An essential part of this campaign is a regional activation called the Dream Summit: a catalytic event for young people to expand and activate their dreams through a process called "Dreamscaping™". American Student Assistance ® (ASA) is the patron sponsor of this campaign, and the NBA is the national impact partner.

WHY WE LOVE THIS PROJECT

The story of FREE TO DREAM™ channels Common’s unmistakable voice into a movement that speaks directly to the possibility of our next generation, where dreams become vehicles to new realities. Crafting a lexicon inspired by the Harlem Renaissance, and invoking the rallying cry , “I am free to dream,” the language is both elevated and grounding, speaking directly to a deeper place within ourselves.

The I AM FREE TO DREAM campaign reframes the role of mentor as "Dreamkeeper™", a caring adult who accepts the sacred pledge to protect and nourish the dreams of our nation's young people.

The FREE TO DREAM™ Manifesto is an experiment in speculative design: a love letter from a future that’s been completely transformed by the freedom to dream.

We all realized that everything around us… was once another person’s dream, and we could dream too.

WHAT WE DID

Firebrand led a large-scale creative collaboration across all visual and verbal storytelling, campaign design, program innovation, and business development support:

• Creative direction, including visual and verbal identity across entire brand ecosystem

• Business development and fundraising

• Strategic national partnerships and campaign design

• Educational programming, curriculum, and new teaching frameworks

• Physical exhibits and experiential design

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FREE TO DREAM™ is a 501c3 nonprofit organization. Reach out to learn more at hello@thefirebrand.co.