English: A brand strategy proposal for reaching the 2030 Wikimedia movement goals. As part of the Wikimedia Foundation’s planning to support the Movement Strategy, this strategic proposal builds on 2018 brand research (https://commons.wikimedia.org/wiki/File:Global_Wikipedia_and_Wikimedia_Brand_Research_Report.pdf) and offers a set of suggested simplifications of Wikimedia brand architecture. The proposal includes example messaging and imagined future Wikipedia product, donor, and community touch points. The work was developed by Wolff Olins in the name of better explaining the Wikimedia movement, values, connections between projects, and to offer a simpler invitation into the Wikimedia Movement.