The Sentencing Project – 50 Years and a Wake Up

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.