Institute for Nonviolence
Bringing a brand story to life and creating a campaign platform.
The Institute for Nonviolence Chicago works in Chicago’s most violence-plagued neighborhoods, creating long-lasting change using Martin Luther King’s principles of nonviolence. They mediate conflicts, lead workshops and run training on King’s approach to peace, help people find jobs, and run support groups for victims. But no one knows about their work because they haven’t told their story in a way that people can easily understand, and rally behind.
Through the SmallGood discovery process, we uncovered a key insight: Whether you're likely to shoot or be shot, whether you’ve lost someone to gun violence, or you're someone on the periphery who cares about violence in Chicago, you all share a feeling of helplessness and hopelessness when it comes to ending the cycle of violence.
Born out of that insight and by MLK’s understanding that “we’re all caught in an inescapable network of mutuality”grew a newly defined purpose: The violence in Chicago affects all of us, but together, through the practice of nonviolence, we can dismantle violence and build a city that's more safe and just for all.
Building off their existing logo, we developed a bold, differentiated and memorable brand identity and have been creating a new website for them. Using vibrant shots of color, as well as evocative and iconic images of MLK and people in the neighborhood, their updated website will tell their story in accessible, emotional language, give clear and compelling calls to action, and provide inspiration and stories of change as well.
We’ve also developed a platform campaign idea, Like a King, which leverages their most powerful and ownable equity and brings it to life for everyone, pointing the way to how they can help make a difference in Chicago. The Like a King platform will be used in social media and fundraising.