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Designing Change®


Bridge of Hope Innocence Initiative
Investigating Claims of Wrongful Conviction




SCOPE OF WORK
Brand Strategy
Brand Identity Design
Digital Design
Print Collateral
UN SUSTAINABLE DEVELOPMENT GOALS

  




CONTEXT

The Bridge of Hope Innocence Initiative (BOHII) is an award-winning joint venture between The Bridge of Hope Foundation and RMIT University. BOHII investigates claims of wrongful conviction and campaigns for the reform of issues that lead to those injustices. Due to the growing movement of global innocence projects, the Initiative needed a brand identity to establish itself among its international social justice community.






MEK was engaged to design a new brand identity and communication materials to build brand and social awareness of this important initiative and contribute to effecting change. We worked closely with the BOHII team to ensure sensitivity to the subject matter to develop an outcome deeply rooted the heart of the Initivative and essence of the wrongfully convicted.






APPROACH

We focused on a powerful and simple identity that’s instantly recognisable and memorable. Its bold use of orange is the colour of freedom, with storytelling representing the warmth, spirit, courage and commitment of the team dedicated to truth and justice.







IMPACT

In conjunction with the momentum of ABC’s investigative series Exposed, which delves into the case of Keli Lane whose case is currently being investigated by the Initiative, the new identity has propelled BOHII’s next stage of growth, raised its profile nationwide, been represented in Australian parliament, and positioned among its leading international counterparts in the growing Innocence movement.







“We had the pleasure of working with MEK to develop our brand identity and were incredibly impressed with their work. Their attention to detail, creative thinking and expertise was evident throughout the process, resulting in a design solution that exceeded our expectations. The identity they created is not only unique and eye-catching, but also instantly recognisable to the broader social justice community, making it a powerful asset in building awareness and support for our mission.”



MONIQUE MOFFA, CRIMINOLOGY & CRIMINAL JUSTICE LECTURER, RMIT UNIVERSITY

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