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.

“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












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

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

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

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 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.


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


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.