Grassroots Law Project

Fufu + Grits, 2020

The year 2020 was met with unprecedented civil unrest, triggered by the killings of George Floyd, Breonna Taylor and Ahmaud Arbery. All fingers pointed towards an unjust criminal justice system that unfairly targets people of color. Out of the unrest, Grassroots Law Project combined essential organizing and legal expertise to radically change policing in this country. With the momentum of 2020, they had to work backwards to produce a brand that captured their ambition.

We facilitated discovery sessions with the organizations leaders to uncover the fundamental goals of the campaign. We aligned on high level messaging and determined the campaign’s desired outcomes and calls to action. We created several iterations and directions the brand could look and feel. This process ensured that we explored a wide variety of directions, and landed in the right direction for final execution. We then worked with the team on a launch plan, creating every needed asset. Finally, we made a launch video to share the new look and recent successes of the organization.

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