RBIJ

SUPPORTING THE JUSTICE-ENGAGED BUSINESS COMMUNITY

The Responsible Business Initiative for Justice (RBIJ) is a non-profit organization that partners with businesses to help champion criminal justice reform. This issue has gained enormous momentum in recent years, elevating RBIJ’s leadership position in the field. With this newfound exposure, it became imperative for the RBIJ brand to elevate as well, and they reached out for our help.

call to action

In addition to the robust brand identity, encompassing a new website, new social presence, collateral, and logo, RBIJ needed a compelling tool that not only explains the company mission, but also inspires businesses to join the fight. Kill 2 Birds recommended an animated call-to-action video that could be shared, anyplace, anytime, whenever opportunities arose.

K2B developed a script that distilled a huge amount of legal information and statistics into a simple, digestible visual language. Our concept took the form of animated glue-paper “wild postings” with animated typography and iconography, helping to parse the heady information into very clear and powerful messaging. The spot pays off nicely at the end, revealing that the wild postings actually live on a massive exterior prison wall. The most impactful moments from the animation were easily translated into social and digital postings as well.

brand identity

Legal language is sophisticated and complicated by nature. The Kill 2 Birds design team wanted to develop a visual language/brand identity for RBIJ that retained that sophistication, but minimized the complications. The result is a brand look that is minimalistic, leaning on dynamic typography compositions with negative space to spare, all wrapped in a narrow and controlled color palette. K2B also developed a new logo and icon system that provides legibility for large and small applications alike.

RBIJ’s brand is own-able, unique, and always focuses its audience on what’s most important… the message.