BRIDGE OF HOPE INNOCENCE INITIATIVE
Investigating Claims of Wrongful Conviction
Investigating Claims of Wrongful Conviction
Since 1922, 71 wrongful convictions have been documented in Australia, yet Australia has no independent body dedicated to investigating and correcting them. BOHII needed to establish itself within the growing global innocence movement and make the issue accessible beyond legal and academic circles.
MEK developed a new identity to turn a complex justice issue into a movement people could understand and engage with.
Since 1922, 71 wrongful convictions have been documented in Australia, yet Australia has no independent body dedicated to investigating and correcting them. BOHII needed to establish itself within the growing global innocence movement and make the issue accessible beyond legal and academic circles.
MEK developed a new identity to turn a complex justice issue into a movement people could understand and engage with.
Since 1922, 71 wrongful convictions have been documented in Australia, yet Australia has no independent body dedicated to investigating and correcting them. BOHII needed to establish itself within the growing global innocence movement and make the issue accessible beyond legal and academic circles.
MEK developed a new identity to turn a complex justice issue into a movement people could understand and engage with.
Since 1922, 71 wrongful convictions have been documented in Australia, yet Australia has no independent body dedicated to investigating and correcting them. BOHII needed to establish itself within the growing global innocence movement and make the issue accessible beyond legal and academic circles.
MEK developed a new identity to turn a complex justice issue into a movement people could understand and engage with.
How do you make wrongful convictions
understood beyond the legal world?
How do you make wrongful convictions
understood beyond the legal world?
How do you make wrongful convictions understood beyond the legal world?
Wrongful conviction is a complex issue, usually understood through legal and academic language. BOHII needed to communicate the issue more broadly and establish credibility within a growing international innocence movement.
The challenge was to make the stakes immediately understandable and give people a reason to engage with the issue without reducing its complexity or seriousness.
Wrongful conviction is a complex issue, usually understood through legal and academic language. BOHII needed to communicate the issue more broadly and establish credibility within a growing international innocence movement.
The challenge was to make the stakes immediately understandable and give people a reason to engage with the issue without reducing its complexity or seriousness.
Wrongful conviction is a complex issue, usually understood through legal and academic language. BOHII needed to communicate the issue more broadly and establish credibility within a growing international innocence movement.
The challenge was to make the stakes immediately understandable and give people a reason to engage with the issue without reducing its complexity or seriousness.
Making innocence visible
Making innocence visible
We positioned BOHII as part of something bigger than individual cases: a growing movement challenging wrongful conviction and calling for justice reform.
That thinking informed the brand strategy, narrative and identity — giving BOHII a visual language that feels collective, urgent and accessible, with enough authority to operate within the social justice community.
We positioned BOHII as part of something bigger than individual cases: a growing movement challenging wrongful conviction and calling for justice reform.
That thinking informed the brand strategy, narrative and identity — giving BOHII a visual language that feels collective, urgent and accessible, with enough authority to operate within the social justice community.
We positioned BOHII as part of something bigger than individual cases: a growing movement challenging wrongful conviction and calling for justice reform.
That thinking informed the brand strategy, narrative and identity — giving BOHII a visual language that feels collective, urgent and accessible, with enough authority to operate within the social justice community.
Every conviction leaves a mark
Every conviction
leaves a mark
The tally mark became the defining device of the identity; a visual shorthand for every wrongful conviction, and also suggesting numbers, evidence and the accumulation of cases.
A bold typographic and high contrast colour system give the identity an immediate presence. Across the identity the tally motif becomes a flexible graphic device for campaigns, stories and information, turning a serious legal issue into something more visible, accessible and recognisable.
The tally mark became the defining device of the identity; a visual shorthand for every wrongful conviction, and also suggesting numbers, evidence and the accumulation of cases.
A bold typographic and high contrast colour system give the identity an immediate presence. Across the identity the tally motif becomes a flexible graphic device for campaigns, stories and information, turning a serious legal issue into something more visible, accessible and recognisable.
The tally mark became the defining device of the identity; a visual shorthand for every wrongful conviction, and also suggesting numbers, evidence and the accumulation of cases.
A bold typographic and high contrast colour system give the identity an immediate presence. Across the identity the tally motif becomes a flexible graphic device for campaigns, stories and information, turning a serious legal issue into something more visible, accessible and recognisable.
From no identity to federal parliament
From no identity to federal parliament
From no identity to
federal parliament
The identity propelled BOHII’s growth and raised its profile nationwide. The brand launch coincided with the ABC’s Exposed investigation into the Keli Lane case, helping position BOHII among leading international innocence organisations and secure representation in Australian parliament.
The result is a recognised force for justice reform.
The identity propelled BOHII’s growth and raised its profile nationwide. The brand launch coincided with the ABC’s Exposed investigation into the Keli Lane case, helping position BOHII among leading international innocence organisations and secure representation in Australian parliament.
The result is a recognised force for justice reform.
The identity propelled BOHII’s growth and raised its profile nationwide. The brand launch coincided with the ABC’s Exposed investigation into the Keli Lane case, helping position BOHII among leading international innocence organisations and secure representation in Australian parliament.
The result is a recognised force for justice reform.
“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.”
“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, ASSISTANT PROGRAM MANAGER
MONIQUE MOFFA, ASSISTANT PROGRAM MANAGER
Strategic Scope
Brand Strategy
Brand DNA
Messaging & Positioning
Brand Story & Narrative
Stakeholder Engagement
Brand Framework Development
Creative Scope
Brand System
Visual Identity
Creative Direction
Print Design System
Brand Guidelines
Sectors
Culture
• Social Justice
UNSDGs
