Transforming probation and parole

reformalliance.com

REFORM Alliance

Wide Eye collaborated with the REFORM Alliance in 2020 to refresh and reimagine their website and brand to set the stage for the ambitious next chapter of the new criminal justice reform organization.

Transforming probation and parole in the U.S.

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.

Ultimately our work led to supporting REFORM in sharing the emotional stories of people and communities impacted by probation and parole and bringing new activists into their important and urgent work.

BRAND STRATEGY

Warm, bold, provocative

Their visual identity needed to feel bold and provocative to pull in new audiences and reframe the problem of probation and parole in the public conversation.

Brought to life through a bold use of Commercial Classics’ Caslon Doric typeface and Klim Type Foundry’s elegant Tiempos, an unexpected neon yellow, black, and cream color palette, and intimate photography, the visual brand is one part “activist”, one part hip hop, and fully warm and human.

WEBSITE

An emotional storytelling experience

We designed and built a memorable home page that balances a strong human and storytelling presence, bold value statements, and ways to 
take action.

In order to elevate the human-centered stories while ensuring the site was accessible and responsive, our development team deployed a combination of HTML, CSS, JavaScript (GSAP, Scroll Trigger), and PHP to create an elegant and impactful scrolling experience.

WEBSITE

An emotional storytelling experience

We designed and built a memorable home page that balances a strong human and storytelling presence, bold value statements, and ways to 
take action.

In order to elevate the human-centered stories while ensuring the site was accessible and responsive, our development team deployed a combination of HTML, CSS, JavaScript (GSAP, Scroll Trigger), and PHP to create an elegant and impactful scrolling experience.

MESSAGING & CONTENT STRATEGY

Building a community for action

Extending our brand identity work into copywriting, we supported the REFORM team in creating a verbal identity for the website. Bold value statements grounded in REFORM’s unique values and personality served to make each new supporter feel part of an approachable, accessible community of like-minded people—and ensure the site could function as a growing platform for recruitment, engagement, and organizing.

SOCIAL

Storytelling on social

Our early branding and creative work has equipped the REFORM team to thrive on social. All images below are created by the REFORM team.

The REFORM Alliance’s refreshed brand and website tells a powerful story about the critical need for probation and parole reform in America and introduces REFORM to people passionate about transforming the criminal justice reform at the state level.

“We couldn’t have been more pleased with our website redesign. As a startup, we had an ambitious vision but also very real limitations, and at every step of the way, the Wide Eye team acted as true partners. It’s rare to find a team that is both creative and highly organized, but Wide Eye can do it all and the results speak for themselves!”

- Meagan Bond, Senior Director, Creative Campaigns, REFORM Alliance

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