Equal Justice Initiative|海报/平面|广告营销案例【ADGuider广告指南】

平等司法倡议

案例简介：背景平等正义倡议由布莱恩·史蒂文森 (Bryan Stevenson) 1989年创立，是一个私人的501(c)(3) 非营利组织，致力于结束美国的大规模监禁和过度惩罚，挑战种族和经济不公，并保护基本人权美国社会中最脆弱的人的权利。由于EJI植根于法律，因此他们的原始系统本质上非常合法。随着EJI的影响力和影响力的增长，迫切需要他们的倡议明显地与他们的组织联系在一起。我们的简介是重新设计他们的视觉资产，以使EJI的覆盖范围扩大到所有人都可以访问的范围。我们的目标是使他们的内容更易于理解和共享，以帮助在全国范围内进一步传播他们的重要信息。描述创意 (投票40%) 我们设计的身份既符合EJI的内容，又足够中立，可以扮演第二角色。许多非营利、机构和基层组织占据了这个空间。然而，很难确定每个品牌都提供什么。我们创造了一个明确的、真正有区别的身份。此外，鉴于EJI组织的多面性，单一身份至关重要。身份的核心是一个象征，它恳求我们打破不公正的循环。受 “平等正义倡议” (Equal Justice Initiative) 这一名称的启发，两个相等的字母Js形成了一条断裂的链条，不仅封装了更大的用途，而且成为了新遗产博物馆的标志。描述执行 (投票40%) 我们的系统已经掌握了无可争议的事实和充满情感的图像，有助于放大和澄清EJI一直以来的一部分。断链的大胆简单性导致了一系列插图，旨在立即阐明EJI的关键主题和思想。有意选择黑色和暖灰色的内敛调色板，并带有红色的口音，以产生视觉冲击，并注入温暖和希望的感觉。清晰、不可忽视的排版是系统的关键部分。我们为EJI所做的工作提高了凝聚力，并提供了一套灵活的资产，为EJI品牌提供了发展空间。列出结果 (投票20%) 通过我们在市场上看到的品牌一致性，从为博物馆和纪念馆开幕而制作的材料，到自视觉标识发布以来EJI的数字和社会形象，都可以定性地衡量结果。博物馆和纪念2018年的参观者已经超出了设定的目标，因为第一季度他们已经有超过100,000名参观者。数字和社交网站的流量也有所增加。不断部署新的视觉标识将使EJI能够通过受我们工作启发的其他媒体和营销来提高知名度，影响力和规模。

平等司法倡议

案例简介：Background Founded in 1989 by Bryan Stevenson, the Equal Justice Initiative is a private, 501(c)(3) nonprofit organization committed to ending mass incarceration and excessive punishment in the United States, to challenging racial and economic injustice, and to protecting basic human rights for the most vulnerable people in American society. Because EJI is rooted in law, their original system felt very legal in nature. With the growing reach and influence of EJI, there was an urgent need for their initiatives to visibly tie back to their organization. Our brief was to redesign their visual assets in order to allow EJI’s reach to expand to be more accessible for all. Our goal was to make their content more understandable and shareable, in order to help spread their important message further throughout the nation. Describe the creative idea (40% of vote) We designed an identity that both lived up to the weight of EJI’s content, and was neutral enough to play second fiddle to it. Many non-profits, institutions, and grassroots organizations occupy this space. However, it can be difficult to identify what each brand is offering. We created an identity that is clear and truly differentiated. Moreover, given the multi-faceted nature of the EJI organization, a singular identity was critical. At the heart of the identity is a symbol that implores us to break the cycle of injustice. Inspired by the name Equal Justice Initiative, two equal letter Js form a broken chain, which not only encapsulates a larger purpose, but also became the symbol for the new Legacy Museum. Describe the execution (40% of vote) Already armed with inarguable facts and emotionally charged imagery, our system helped to amplify and bring clarity to what has always been a part of EJI. The bold simplicity of the broken chain led to a series of illustrations that aim to illuminate EJI’s key themes and ideas with immediacy. A restrained color palette of black and warm gray with accents of red was intentionally selected for visual impact, and to infuse a sense of warmth and hope. Clear, unignorable typography is a key part of the system. Our work for EJI has improved cohesiveness and delivered a flexible set of assets that give the EJI brand room to grow. List the results (20% of vote) Results are being measured qualitatively through the brand consistency we are seeing in market, from materials produced for the opening of the Museum and Memorial, to EJI’s digital and social presence since the release of the visual identity. Visitors to the Museum and Memorial in 2018 have already exceeded set goals as they have already had over 100,000 visitors to the sites in the first quarter. Traffic to the digital and social sites has also seen an increase. Ongoing deployment of the new visual identity will enable EJI to increase awareness, impact and scale through additional media and marketing inspired by our work.