Challenge
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
and objectives.
Despite these challenges, we committed to creating a gravitas and meaningful
identity.