BRAND GUIDE

We Are California is a movement of people and organizations across California who are standing up to corporations and billionaires who control of our democracy and uniting to build a state where everyone thrives 

• Our Mission: To organize communities to stand together against billionaire bullies and bigots who try to divide us and to win bold policies so everyone thrives in CA, regardless of race, income or status.
  
  
• Our Theory of Change: (for organizing groups)
  • Catalyze a multi-decade fight for true, progressive governing power in California. 
  • Resist the Trump’s right-wing authoritarian attacks in ways that builds the strategic collaboration of organizations and opens avenues for hundreds of thousands of Californians to engage
  • Build political identity and become a powerful mass base of people who win for their families and communities

• Build and scale people power of millions of Californians by connecting and taking action together to defend our values of inclusion and democracy 
  
  
• Unite working class communities and allies across California to defeat corporate billionaires and authoritarian bullies.
  
  
• Champion bold, inspiring policies that protect our communities and push forward meaningful changes at both the state and local levels.

• Corporate billionaires have too much control  over our lives - from the wages we earn, the prices we pay at the grocery stores and gas pumps to the information we get. Now the billionaire bullies and bigots, like Trump and Elon, have taken control over our federal government and are working to make life even better for themselves and their billionaire friends and harder for the rest of us. 
  
  
• Trump and his billionaire friends are attacking California for the values that make us great.  They are creating chaos, fear and division through deportations and executive orders that cut crucial funding for healthcare and disaster relief in order to pay for tax cuts for the 1%.
  
  
• They use racism and scapegoating our immigrant neighbors, transgender kids and communities of color to weaken our unity and collective power. 
  
  
• We are uniting to protect our communities, push back on corporate billionaires and to fight for the freedoms we all need to thrive.

• Build a Broad, Inclusive Movement: We focus on expanding our base beyond traditional constituencies, uniting poor and working-class communities of color while engaging suburban and centrist allies.
  
  
• Mass Participation & Political Identity: Our goal is to mobilize millions who have been disengaged from the political process, fostering a sense of belonging and shared purpose.
  
  
• New Organizing Strategies: We disrupt the status quo through innovative organizing tactics, centering solidarity, political education, and culture-building to make activism more engaging and sustainable.
  
  
• Economic & Racial Justice: Our work prioritizes economic, racial and gender equity and corporate accountability for working class communities of color.
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• Interdependence: We’re all connected
  
  
• Solidarity: We show up for one another.  Everyone belongs, regardless of race, gender, immigration status, or socioeconomic background 
  
  
• Racial Equity: Advancing policies that close systemic gaps in wealth, education, health, and opportunity.
  
  
• Community Power: Strength in numbers, mobilizing collective action for change.
  
  
• Economic Justice: Fighting for working-class people and holding corporate billionaires accountable
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• Assertive & Proud: Proud of our communities, cultures, identities and values that make up CA
  
  
• Joyful + Empowering:  Inspire people to act; their voice and actions matter. Counter darkness and cynicism with joy and resistance.
  
  
• Inclusive: Speaking to and for all Californians.
  
  
• Bold & Direct: Clear, urgent messaging that mobilizes people.