Michigan Justice Fund: Rebranding criminal justice to center dignity
The Michigan Justice Fund (MJF) stands at the intersection of philanthropy and justice, dedicated to strategic investments that prevent individuals from entering the criminal justice system, championing community-driven alternatives to incarceration, and supporting successful reentry into society. In partnership with Olu & Company, we developed a brand identity that authentically captured MJF’s evolving mission and heightened its visibility within criminal justice reform.
Challenge
Over time, MJF’s ambition had expanded far beyond its original visual and narrative identity. Their existing brand no longer resonated with the diverse audiences they sought to engage—funders, community advocates, policymakers, and individuals directly impacted by the criminal justice system. The challenge was in designing a visual system that would balance gravitas and hope, authority, and approachability, positioning MJF as both an advocate for reform and a trusted community partner.
Reflecting a Brighter Future
Our design process began with a vision of optimism: a world beyond confinement, marked by openness and possibility. Yellow became the central hue, symbolizing warmth, potential, and the expansive promise of a new dawn. The softness of this palette intentionally shifted away from the stark realities often associated with the criminal justice system, emphasizing the transformative possibilities inherent in MJF’s mission.
When formerly incarcerated individuals are portrayed through hopeful narratives and empathetic imagery—focusing on their inherent dignity, interpersonal connections, and capacity for change—it challenges stigma, shifts societal perceptions, and fosters greater community support.
A Photo is Worth a Thousand Hugs
Acknowledging MJF’s lack of proprietary imagery, we curated royalty-free photography that featured humanizing moments of intimacy and freedom. Images highlighting embraces and familial closeness became powerful metaphors for the very freedoms and relationships MJF works tirelessly to restore. These visuals served not just as decoration, but as vital storytelling components, capturing the essence of humanity at the heart of justice reform.
Humanizing an Annual Report
Our collaboration extended into editorial design for MJF’s annual reports (2020 & 2021). Infusing editorial rigor, we transformed these reports into engaging, magazine-like narratives, spotlighting grantee stories and significant milestones. This editorial approach made complex impacts more accessible and memorable, bringing clarity and resonance to MJF’s transformative work.
The Impact
The reimagined brand identity equipped MJF with a compelling narrative and cohesive visual system, significantly enhancing their visibility and stakeholder engagement. Our strategic alignment of visual storytelling and human-centered messaging positioned MJF to effectively amplify their critical advocacy, fostering deeper connections within the community. Today, the Michigan Justice Fund stands prominently as a beacon of hope and a catalyst for meaningful change in the landscape of criminal justice reform.
