A brand built on the promise of freedom

After Innocence is the nation’s leading provider of re-entry assistance to people released from prison after wrongful conviction. To stand out against the high-profile organizations that lobby for release, After Innocence sought a differentiated look and message to articulate and support its unique mission. Thinkso focused on a digital-first strategy that sought to exponentially raise the organization’s profile and reach via its website and social media channels. Emphasizing equal parts education and awareness-raising, the new visual identity and messaging pull you in with the depth and urgency of the exonerees’ challenges, and make it clear that After Innocence is standing ready to get a much-needed job done.

A side by side comparison of the After Innocence logo before and after the rebrand.
“Till now, After Innocence had been a passion project operated with limited resources. Thinkso’s clarifying message and design will help them take the organization and mission to the next, more impactful level.” Elizabeth Amorose, Senior Partner, Thinkso
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.

Designed as modules for the web and other collateral or as stand-alone, shareable graphics, a suite of bite-sized “cards” lay out the stats, stories, and statements that celebrate and support After Innocence’s unique work.

The After Innocence homepage, with an image of a man and woman viewing a laptop screen and the headline, When wrongful incarceration ends, our job begins.

The After Innocence homepage contrasts a gritty authenticity with an optimistic, activist tone—a perfect balance for an organization with a serious mission and ambitious goals.

An array of After Innocence business cards featuring the organization’s logotype.

Featuring a concise statement of the nonprofit’s mission, business cards underscore After Innocence’s singular focus on the exoneree experience.

A photo of the After Innocence postcards featuring the organization’s logotype.

With an emotional stanza from Langston Hughes, notecards give executives and staff a way of staying connected and involved in clients’ successes.

A one page After Innocence publication showing statistics, a client photo, and testimonial with the title, For the wrongfully imprisoned, what comes next?

The fact sheet continues the provocative, activist tone to frame the organization's unique set of capabilities. Throughout the collateral suite, messages are kept consistent—a disciplined approach that seeks to maximize the impact of the After Innocence brand.

The cover of the After Innocence introductory presentation with photos of several client exonerees and the title, They deserve more than freedom.

The presentation deck is optimized for laptop sized, digital display, using a one-idea-per-page approach to create a headline-driven, step-by-step introduction to After Innocence’s mission and work.

A collage of two After Innocence newsletters with the organization’s logotype.
A head and shoulder portrait of a team member with the organization’s logotype.

Digital tools such as newsletters, eblasts, and video backgrounds extend the organization’s new image to include all touchpoints, even virtual ones.

An After Innocence team member stands behind a table at an industry conference with a table covering and tall banner displaying the organization's logo and slogan: when wrongful imprisonment ends, our work begins.
A blue t-shirt with the After Innocence logo and slogan in large print: when wrongful imprisonment ends, our work begins.

Prioritizing maximum visibility and impact, the After Innocence slogan and logotype make for a thought provoking, can’t miss statement on giveaways and event signage.