Matchstic | Human Rights First | Taking Critical Action

Year:: 2022
Industry:: Nonprofit

(Services)

Intro

"Where there's a critical threat, we take critical action."

As one of many human rights organizations, Human Rights First decided it was time to solidify its identity and position in the NGO landscape.

Through comprehensive research and workshops, we uncovered a key insight that would be a new thread to their story. While other organizations raise awareness, rally grassroots supporters, or create complex programs, Human Rights First takes critical action by equipping and activating skilled experts to fight injustice around the world.

With this new truth in hand, they needed an expression that would not blend in with similarly named groups.

The new brandmark better reflects an active network that's leading the organization forward. Progress-driving arrows evoke their consistent effort toward boundless freedom.

Before

After

The new identity further captures the idea of a collective at work activating highly skilled teams to free people from injustice, domestically and abroad.

A set of design principles forms the foundation of the visual language, allowing the brand to be consistent, yet flexible when living out its personality.

The brand voice and messaging toolkit further aids their team in succinctly and poignantly articulating who they are and what they do, without getting too granular or complex.

Bold messages pair with raw, emotional photography to bring a serious, yet hopeful tone to their communications. Sophisticated typography underscores the elite and seasoned nature of the organization.

Not simply known for one brand color, Human Rights First is more subtle, nuanced, and inclusive, with many shades and perspectives, like those they fight for. Hues range from neutral, and understated to an active orange from the previous identity.

After establishing the identity, we onboarded and consulted with Whiteboard to overhaul the website. In continued partnership with the Human Rights First team, we created core branded templates, web-based brand guidelines, a launch strategy, and key brand collateral.

Every single font, line, and design element was created intentionally based on who we are. They invest deeply in the work they do and create terrific outputs. It was very exciting and fun to work with them.

Jim Bernfield, Senior Vice President, Marketing & Communications, Human Rights First

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