As someone who visits our website or encounters things we've published (e.g. postcards, conference booths, etc.), I should be able to quickly recognize the project and feel that it has a sense of (diverse) cohesion and identity.
The project needs a distinct identity, perhaps via a evolving cast of illustrated characters, which can convey a sense of fun, diversity, and artistry.
(links to Avtar's mood board and notes regarding the visual identity)