Capital Punishment Justice Project

Brand StrategyIdentity DesignWords + StorytellingWebsite Design

8 Dec

CPJP are a team of legal experts and campaigners working to build a world where the death penalty and state-sanctioned killing no longer exist.

They’re a deeply talented and passionate collection of legal professionals and campaigners who work tirelessly to advocate for people who are facing the death penalty, and their families. They also work to uphold Australia’s well-documented policy against the death penalty, as well as educate human rights lawyers in the region to enable them to continue this work in their jurisdictions.

They are human rights lawyers - not marketing and communications specialists. Prior to working together, they had a simple brand presence and Wordpress site, with minimal copywriting or storytelling. The Board reported difficlty using the site, which meant that key messages and updates weren’t being communicated with the impact required to back the energy and passion that they bring to their work.

It was with pleasure that Amadeus offered to help, pro-bono.

Process

Prior to a brand strategy session with CEO Simone, and Board Secretary Jacinta, a questionnaire was circulated to gather some personal insight into what propelled these individuals to work in this field. The responses were enlightening, uncovering a deep held need for the rights of all humans to be respected, as well as fundamental misgivings into the systems that uphold capital punishment, given that many people who face the death penalty come from poor, or marginalised sectors of society.

We then conducted a strategy session to gather and discuss key themes, and review the key documentation available from the many submissions, media releases and press articles available.

A Key Messaging framework was created from these themes and existing communications, and presented together with some visual identity concepts for consideration.

From there, we rolled out a visual identity system to a brand new Squarespace website, which was constructed with visual impact and ease of use as key goals. It was essential that the website be able to tell a compelling story about Capital Punishment, and mobilise Australian’s to realise - despite the absence of such a practice on our shores - that while capital punishment exists, anywere, it is an affront to us as human beings.