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

平等正义倡议

案例简介：背景由布莱恩 · 史蒂文森于 1989 年创立的平等正义倡议是一个私人的，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正，保护美国社会最弱势群体的基本人权。因为 EJI 植根于法律，他们最初的制度在本质上感觉非常合法。随着 EJI 的影响力越来越大，他们的倡议迫切需要明显地与组织联系起来。我们的简报是重新设计他们的视觉资产，以便让 EJI 的覆盖面扩大，让所有人都更容易接触到。我们的目标是让他们的内容更容易理解和分享，以帮助他们的重要信息在全国范围内进一步传播。描述创意 (40% 的选票) 我们设计了一个身份，既不辜负 EJI 内容的重量，又足够中立，可以充当副手。许多非营利组织、机构和基层组织占据了这个空间。然而，很难确定每个品牌提供什么。我们创造了一个清晰而真正差异化的身份。此外，鉴于 EJI 组织的多方面性质，单一身份至关重要。身份的核心是一个象征，恳求我们打破不公正的循环。受到名称 Equal Justice Initiative 的启发，两个相等的字母 Js 组成了一条断链，不仅封装了一个更大的目的，而且成为了新遗产博物馆的象征。描述执行情况 (40% 的选票) 我们的系统已经掌握了无可争议的事实和充满感情的图像，有助于放大和澄清一直是 EJI 一部分的东西。断链的大胆简单导致了一系列旨在立即阐明 EJI 关键主题和想法的插图。有意选择了带有红色口音的黑色和暖灰色的克制调色板，以产生视觉冲击，并注入温暖和希望的感觉。清晰、不可识别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 (20% 的选票) 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的开放而生产的材料，结果正在被定性地衡量,自视觉身份发布以来，EJI 的数字和社交存在。 2018 年博物馆和纪念馆的游客已经超过了设定的目标，因为他们在第一季度已经有超过 100,000 的游客参观了这些网站。数字和社交网站的流量也有所增加。持续部署新的视觉识别将使 EJI 能够通过受我们工作启发的额外媒体和营销来提高知名度、影响力和规模。

平等正义倡议

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.