Promise
Two audiences. Opposite defaults. Government buyers need institutional credibility. Communities living with the carceral system have earned distrust. One brand had to hold both without lying to either.
Challenge
Two audiences. Opposite defaults. Government buyers need institutional credibility. Communities living with the carceral system have earned distrust. One brand had to hold both without lying to either.
What shipped
Positioning. Identity. Guidelines. Website — a contemporary system across digital and print, built to carry institutional weight and human honesty in the same frame. Rejected “govtech cold” and “advocacy loud” as separate costumes.
What held
Dual-audience system delivered — identity, guidelines, website.
Reflection
Dual-audience work fails when it averages two truths into a pleasant lie. The job is one honest experience both sides can enter.
