Second Chance Month Campaign
Client: Prison Fellowship
Logo concepts, branding
2022
An awareness campaign about the legal barriers faced by those with a criminal record.
Project
Details
THE WHY
There are nearly 44,000 legal barriers faced by those with a criminal record. And every year, Prison Fellowship urges state and federal lawmakers to act with the help of volunteers, employees, and partners.
In 2022, I sought to redesign this campaign to align more with those goals. I thought the old branding was not succeeding at getting the public interested, so without a formal project, I started to design a new brand in my free time. I presented my logo concepts and mock designs with market research to get leadership on board.
CREATIVE EXECUTION
Once branding was approved, I started work on creating assets for video and email, web, postcards, social media toolkits, landing pages, and merch. Under this campaign we also started two different ones: Second Chance Sunday, a resource for churches to get involved, and the ‘Be The Key’ campaign, to get people engaged and aware of Second Chance Month.
The Second Chance Month campaign won the 2023 GDUSA American Inhouse Design Awards™. Link to the award here.
Logo Concepts
Be The Key Campaign
Be The Key was a social media campaign to raise awareness of Second Chance Month. The graphics needed to be eye-catching and sharable for social. The #BeTheKey hashtag was shared hundreds of times across Twitter, Facebook, Instagram, and TikTok. The campaign involved influencers, partners, and advocates declaring their support for second chances, including: Lecrae, Ben Fuller, Kenny Clark, Rhett Walker, Reform Alliance, and Better Together.
Second Chance Sunday
Second Chance Sunday is an event that churches can host to promote giving second chances to the formerly incarcerated. If a church wants to host this event, Prison Fellowship provides resources like a powerful testimonial video, service slides, social media graphics, and free T-shirts for their staff. I created various graphics for churches to use, video thumbnails for YouTube, and a landing page.
