Challenge:
I was tasked with developing a visual identity and social media content to support Synergy's newly launched Restorative Justice initiative, "Project Rewrite," during Restorative Justice Week. This required creating both a logo and social media campaign that would be visually engaging and sensitive to the program's purpose.
Approach:
For the logo design, my process involved research into imagery and symbolism associated with Restorative Justice principles. Based on this, I created multiple logo concepts, which were then presented to Synergy employees for a vote. The final design incorporates a stylized correction mark over the "Re" in "Rewrite," which, it could be interpreted, represents the opportunity for accountability and positive change following harmful actions. The paint splatter elements, in a variety of warm colors, might be seen as symbolizing the holistic healing and community harmony that the program aims to foster. To maintain a connection with Synergy's existing brand, I selected a color palette that complemented their established scheme. A sans-serif font was chosen to create a potentially approachable and friendly tone, which, it is assumed, aligns with the program's intended outreach.
For the social media campaign, I developed a content schedule that aimed to provide accessible information about the program and highlight its core values. The content strategy included a post outlining potential steps for individuals interested in participating in the program, as well as a daily post dedicated to exploring a specific Restorative Justice value.
Result:
I delivered the chosen logo design in various formats, including full color, black and white, and grayscale, to ensure versatility across different print and digital applications.
The social media campaign consisted of a series of visually consistent posts, designed using the brand's established color palette. These posts aimed to define and illustrate each Restorative Justice value in a potentially clear and engaging manner. The use of the brand's colors was intended to create a cohesive visual identity across the campaign.