Community Justice Initiatives

Designing a Brand to Shape the Future.

When your organization deals with issues such as harm, justice and healing, building your brand takes thoughtfulness and sensitivity. This was the task entrusted to Original Ginger by Community Justice Initiatives (CJI), a non-profit society focused on restorative justice based in Langley, Canada.

We knew that success would require balancing the needs of CJI’s diverse stakeholders and building consensus. Fortunately, we had a head start in this, having previously provided CJI with branding and video production support for its Langley Restorative Action Program. Nonetheless, it was still a long process involving lots of listening and tough questions, with the Original Ginger team guiding the discussion and providing recommendations. Before even starting on the look, feel and messaging of the brand, we began one step back by helping CJI develop a clear vision for its future.

Langley Brand Messaging Project CJI
Langley Brand Discovery Project CJI
Getting to the Heart of the Brand.

CJI caters to diverse stakeholders spanning different age groups, cultures, genders and backgrounds. Therefore, a key requirement for this project was to ensure inclusive branding and custom website design that would be accessible to as wide an audience as possible. For example, we took great care when developing the language and choosing the imagery used to embody the CJI brand.

We also captured these ideas and values in a CJI Brand Guide to ensure that their team would have clear guidelines to shape the future applications and evolution of the brand.

Among the many factors we had to take into account during this project was how audience needs might vary from one group to the next. For example, as many CJI website visitors – especially youth – would likely access the site via mobile phone, building a fully responsive website was critical. Another youth-focused component of the project was the design of The Little Black Book, an e-book packed with information on youth resources in Surrey, Langley, Delta, Maple Ridge and White Rock.

Collaborating with such a community-focused organization was a rewarding experience, and it brings us great joy to support CJI in its meaningful and important work.

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