Ending Slavery in Our Lifetime
International Justice Mission is a global organization that protects people in poverty from violence. The organization historically focused its efforts on direct advocacy and legislation work in the field, but was ready to unleash a new look for broader market appeal.
We were tasked to revitalize their visual language, building around their existing logo and core brand color.
After better understanding the audience, brand use cases, and the marketing and communication team needs, we helped the IJM brand transform with agility and flexibility in mind. At times the brand needed to flex from official and credible to hopeful and bright.
We built color ways, type, layout and graphic treatments to flex as needed while still remaining overall recognizable and consistent.
The spirit of the design system was clearly defined and modeled in the brand guidelines document, setting up their international creative team for success.
The result is a well-executed bright and hopeful brand that stands out on the international NGO stage and will help win over local community leaders.