In a city urgently in need of criminal justice reform, a group of Memphis leaders set out to build a nonprofit that could challenge systemic inequities and advocate for a fairer system for all—regardless of wealth, race, or background. They called it Just City. We were brought in to build a brand from the ground up—one strong enough to rally a community, drive policy conversations, and empower everyday people to become advocates.

We created a visual identity rooted in belief, clarity, and resolve. The brand system included a primary logo, secondary marks, badges, initiative-specific icons, and a suite of tools for digital and print—from stationery and apparel to a website and branded materials for their Advocates program, which launched in churches and college campuses across the city. Every detail was designed to make the mission feel urgent, human, and actionable.

The brand quickly became a recognizable symbol of reform in Memphis. As their executive director put it, “When someone sees the brand or the words ‘Just City,’ they know what and, more importantly, who we stand for.”