The REFORM Alliance was founded in 2019 following the unjust re-imprisonment of recording artist Meek Mill. A world-class group of philanthropists and activists, including Meek Mill, Jay-Z, Michael Rubin, and Van Jones, came together to channel the #FreeMeek movement into an organization dedicated to transforming the probation and parole policies that keep people trapped in the criminal justice system.
Though the REFORM Alliance had a simple brand and website in place for their launch—it was insufficient in distinguishing REFORM as a bold, unique voice in the criminal justice space.
Wide Eye worked quickly to assess the central challenges for the project: How can we refresh the brand identity to allow the team to tell a range of captivating human stories across digital platforms? How can we create a website that grips viewers with a dynamic, storytelling experience while serving as a powerful tool for bringing new supporters into their organizing and advocacy?
Through a series of workshops and brand surveys with staff and leadership diving into the personality and positioning of the organization, we created a foundation for our work that allowed us to identify and execute strategic improvements across brand identity, website, and messaging.