The Client
Justiça pra Elas is a non-profitable organization focused on bringing a easier access to legal justice to women and girls from Rio de Janeiro, Brasil that have had a passage through the criminal system. Their aim is to provide assistance to the women and their families , from the first hearing to their possible incarceration and reintegration to society once released.
The Project
I was asked to create two materials: one for print and one for web. The printed one was to be distributed to the families of these women at their first contact with Justiça pra Elas. The idea was that this one would be more of a resume of what the next steps should be in this distressful time. In it we would have a qr code linking to the digital one, where they would be able to get all the information and contacts they needed.
I suggested we should also create a full identity that could be applied to their socials, events and any other form of communication they might need in the future. A strong identity that could be reconized anywhere by women in need of their help.
The Logo
The starting point was the logo. The only thing they demanded was: it needs to have purple in it. That's because feminist movements have being using this color as early as the 1900s, when it became the official color of the National Women's Party and the Suffragettes.
From there I started researching all I could find about social movements: zines, posters, logos and general iconography. One thing that kept popping up was the simple yet clear, strong message of a raised fist. And so the logo came to be: a raised fist breaking the prison bars.
The Identity
As a final and important delivery, I developed a new, adaptable identity using three contrastant colors (yellow, purple and green) in a variety of shapes and juxtapositions that brought energy and a sense of urgency to the brand.
The collage visuals pay homage to all the past social movements, when people would make communication with whatever materials they could find, usually ending up with something authentic and full of beautiful imperfections. While also putting Justiça pra Elas right beside them on the fight for equality and justice for all.
