Brand Identity for New Media Advocacy Project
The New Media Advocacy Project (NMAP) is a non-profit organization that combines legal expertise with cutting edge communication tools to strengthen human rights and social justice work. They help advocates throughout the world tell their stories in more compelling and powerful ways—to tip the balance in the toughest cases and campaigns.
CHALLENGE
NMAP came to Radish with a need for a new brand identity and website designs that would help them stand out as an organization that pushes the boundaries of new media to advance human rights. Because of this, they sought to establish branding that would encompass the legal, human rights, and media aspects of their work, while also connecting them to a wider range of their target audience, global advocates. For the website, they wanted it to express all  they have to offer and their notable impact in a concise, compelling way, with an evergreen freshness and the ability to feature their  extensive project portfolio. One of the main  challenges was to strike a balance - for the brand and site to not come across as an ad  agency or production company, but at the  same time stand out from competitors.

SOLUTION
For the transformation, we created an impactful, colorful and modern brand identity that engages visitors and reflects NMAP’s mission and vision as an organization. Our team strived to capture the spirit of their audiences, developing personas that were key to telling NMAP's story. The new logo also functions as a standalone logo mark, a priority of the client. Further, the color and font palettes are bold,  reminiscent of the hardworking, risk taking advocates that they are appealing to in their messaging. We crafted responsive website designs with a  contemporary feel, but that could also adapt to changes and growth for years to come. The website clearly showcases their portfolio of work and services in an captivating, user-friendly way. At this time the brand has been implemented throughout their  social media accounts and their website. 

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