American Moment Launches New Website, Brand Refresh

Designed in-house by Chief Strategy Officer and Co-Founder, Jake Mercier, the brand refresh and website reflects the dynamic, bespoke, and constructive work of American Moment.


Since we began work in 2020, my co-founders, Nick Solheim, Saurabh Sharma, and I have approached American Moment with the mindset of a start-up. 

Many are surprised to learn that our founding trio included a Chief Creative Officer, a title I held for four years until my promotion to Chief Strategy Officer. But from the outset, Saurabh, Nick, and I have viewed our project as a creative endeavor. In an industry that had, in many ways, become sterile and unimaginative, we believed it was essential to prioritize dynamism in everything we do.

Our initial branding embraced a 1950s-style futurism in its typography and relied on a classic red, white, and blue color palette. However, as we evolved, this aesthetic began to feel too anchored in the past, misaligned with our forward-looking priorities.

As our Chief Creative Officer, my mission has been to elevate our strengths and take us to the next level. As I shift into my new role as Chief Strategy Officer, establishing this brand refresh has been central to fueling another four years and beyond of growth.

On the Brand Refresh

Our new website and brand refresh — both designed in-house, a rarity for conservative organizations that often outsource them in full — reflect this ethos. With our new logo, font set, and color scheme, we embrace the small parts that make the whole work well, efficiently, and with purpose.

The gradient, reminiscent of a sunrise for some, or the night sky just before the stars we can conquer appear, features our primary colors: gold and deep blue — representing confidence, reliability, building power, and new horizons.

On the Gears

The gears in our logo reclaim the pejorative term “cog in the machine.” We’ve always believed the opposite: revitalizing our decaying institutions requires filling them with individuals who can grease the wheels and get the gears turning — preferably, without the bloat and the heft that slows government down.

In four years, the gears — which look great on digital or in print, on a shirt or stitched into a hat, in a brass pin or etched onto a glass — have come to symbolize American Moment as an organization: dynamic, adaptable, and uniquely recognizable. Now, embracing our new gold and blue gradient, the gears feel more alive than ever. 

Our original website at launch, February 2021.

On the Website

At American Moment, we honor tradition when needed, but we maintain our cutting-edge and groundbreaking thesis which centers us to this day. Our new website, designed in-house and made possible with the talented web builders at Beck & Stone, reflects this balance.

What was once AmCanon — a resource we’ve wound down that curated timeless resources on key issues from an America First perspective — is now Study Guides. This resource is home to continuously updated, issue-specific outlines to help young people get acquainted with the most important issues of our time.

Finally, our podcast, Moment of Truth, now takes center stage on this website, allowing listeners to keep up-to-date with what is being said by the most important figures on the Right. Earlier this year, we soft-launched the rebrand through the podcast, now on the cusp of its fifth season, complete with a new graphic set and fresh logo.

Most importantly, the dynamic new website design puts Mobile first and prioritizes understanding of our core programs: Fellowship, Foundations, Frontiers, and AMFridays. It prepares us for our increasing number of program applicants, attendees, and graduates — putting us on track for another half-decade and beyond of continued growth.

As we look ahead, this refresh represents more than just a new look — it’s a re-commitment to our mission to identify, educate, and credential young Americans who will implement public policy that supports strong families, a sovereign nation, and prosperity for all.

To what’s next,

Jake Mercier

Chief Strategy Officer

and Co-Founder

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