Equal Justice Initiative

Solution: A new meaning filled identity that draws on their past, positions them as relevant to today, and pushes them toward the future. The deliverables included brand guidelines, a set of of plug and play templates for use across multiple platforms, iconic issues based illustrations, and custom creative campaign pieces for building awareness about the cause on the ground and in the digital space.

Situation: EJI is a Alabama based non-profit, consisting of legal professionals, dedicated to racial and criminal justice reform nationwide. The organization needed to create an identity that reflected their mission and worked as hard as it's people, strategies to amplify their message nation-wide, and tools to ensure consistency and clarity know matter the platform or budget.

Break-the-Chain Campaign

Solution: An iconic symbol to represent change. The chain represents breaking the cycle of racism, oppression, and injustice. It is the centerpiece of an awareness campaign for an issue not an institution.
The campaign confronts society with facts and figures about the the "progress" we have not made, the tagline motivates viewers to take responsibility for making change on the personal and universal level. Through images and facts we link Americas racist history to todays issues of mass incarceration and racial injustice.

Situation: Awareness and engagement were lacking for the organization. While having many destination hands on experiences they were struggling with how to engage people who didn't already know them. We needed to reach more people to spread the message. Special consideration was needed for navigating a tenuous relationship between the criminal justice audience vs the racial justice audience.