The Bridge of Hope Innocence Initiative is a joint venture between RMIT University and The Bridge of Hope Foundation. The Initiative investigates claims of wrongful conviction, and campaigns for reform of issues that lead to those injustices. We were tasked with creating a brand identity, messaging and communication materials to spread awareness and visibility.

The bold, powerful identity was designed to elicit emotion and strong brand recognition. The logo of tally marks is a form of numeral used for counting, known for its association with people who are incarcerated. Orange is used to represent freedom, the overarching aim of the Initiative.

In conjunction with the momentum of investigative ABC series Exposed—which delves deeper into a case being investigated by the Initiative—the new identity has propelled the Initiative’s next stage of growth, raised awareness in the community and positioned it among its international counterparts.