The Sentencing Project (TSP) is a nonprofit 501(c)(3) organization established in 1986 in Washington, D.C., operating as a research and advocacy hub to foster a just and effective criminal justice system.
Creative Cycle collaborated with TSP for their 50 Years and a Wake-Up campaign.
This campaign aimed to raise awareness of the mass incarceration crisis and its
profound impact on the U.S. population over the past half-century, particularly
emphasizing its repercussions within the Black community. Moreover, the campaign
aimed to raise awareness about more effective crime prevention strategies in our
Our task was to create a bold identity for the campaign, drawing on the visual
elements of the TSP brand.
We needed to evoke a sense of strength, courage, and progress in the campaign
identity, which required a striking and memorable design capable of conveying the
urgency and importance of the cause.
Our challenge was to communicate the experience of individuals, families, and
communities affected by the mass incarceration crisis with seriousness and
solemnity. It was essential to convey the gravity of the situation without
dehumanizing the narrative.
Additionally, we had to ensure the alignment between the campaign identity and
the TSP brand values and mission, which required a deep understanding of its brand
Despite these challenges, we committed to creating a gravitas and meaningful
Furthermore, we worked on a design approach that strategically incorporated
negative space, which we considered a meaningful resource to convey the message of this campaign.
This design concept aspired to create an aesthetically appealing visual while
crafting a narrative that evokes a sense of fragmentation and incompleteness.
The deliberate use of empty spaces and blank areas within this visual composition
effectively conveys the concept of an open or liberated space, subtly alluding to a
sense of expansiveness and freedom.
After receiving approval for the campaign design, we continued our collaboration
with TSP, extending our efforts to develop a comprehensive set of branded assets.
We carefully designed these assets with the primary goal of effectively
communicating the narrative of the campaign. This task involved creating visually
appealing and informative materials to raise community awareness and advocate