A Rebrand for Justice: The Grassroots Law Project Transformation
Reimagining Advocacy Through Powerful Branding and Stories
The year 2020 called for clarity and action. Grassroots Law Project needed a rebrand that not only represented their advocacy but connected deeply with communities impacted by police violence. Our goal: to create a brand that empowered voices and inspired change.
*Disclaimer: In the early days of the pandemic and the social unrest of 2020, I was at a crossroads—recently laid off from Bernie Sanders’ campaign and expecting my first child. The opportunity to work with the Grassroots Law Project, founded by Shaun King, came at a critical moment. While I recognized King’s complex reputation, I was motivated by the chance to amplify stories of families affected by police brutality. Despite an untimely end to my role, I am proud of the stories I helped create.
Client
Grassroots Law Project
Role
Creative Director
Core Skills
Mission-Driven Storytelling, Leadership and Team Management, Storytelling Expertise, Cultural Competence, Empathy-Driven Communication
Technical Skills
Project Management, Video Production and Direction, Video Production Oversight, Post-Production Supervision, Content Strategy, Design Direction
The Vision
We aimed for a multi-phase success: a rebrand that united Grassroots Law’s visual identity and messaging, followed by video vignettes that humanized their mission and elevated stories of families impacted by police brutality.
The Journey
The Rebrand Initiative
Our initial focus was the rebrand, which involved deep discovery sessions, mood board creation, and strategic design to align the organization’s image with its mission. The result was a flexible, empowering brand identity that resonated with stakeholders
While simultaneously working on the rebrand, we produced heartfelt video vignettes featuring stories from families affected by police brutality. These videos connected viewers on a human level, emphasizing the importance of justice and reform through authentic storytelling.
Producing the Video Vignettes
Integrating Design with Storytelling
Each visual asset, from social media posts to the launch video, was created to weave these stories into the larger narrative of justice and reform, enhancing the reach and emotional impact of the project.
The Impact
The rebranding efforts and video vignettes significantly enhanced the reach and visibility of the Grassroots Law Project. Notably, the organization reached 1 million followers on Instagram shortly after the brand launch, signaling strong audience engagement and support. The stories shared in the video series resonated deeply, driving conversations and increasing awareness about systemic injustices. Stakeholder feedback highlighted the authenticity and emotional depth brought by the rebrand, positioning the organization as a trusted voice in advocacy.
Reflection
Working on the Grassroots Law Project during a pivotal time of social unrest and the pandemic highlighted the complexities of navigating advocacy work. While the organization’s leadership, including founder Shaun King, drew varied perspectives, my motivation was rooted in amplifying powerful stories that needed to be told. Although my time there was shorter than anticipated, it reaffirmed that impactful storytelling, driven by empathy and purpose, can bring attention to the voices most affected by systemic injustices.