IJM: Helping the voice of a human rights leader be hearD


International Justice Mission is a global human rights agency that brings relief to victims of slavery, sexual exploitation, and other forms of violent oppression. While it had successfully grown into one of the leading global human rights organizations, in looking towards the future, IJM wanted to ensure that it communicated with key audiences in a way that would strengthen its operations and build a cohesive, powerful global brand. 


We undertook a comprehensive branding effort to explore internal and external audiences’ understanding of the brand’s strengths and weaknesses and to assess opportunities for positioning vis-à-vis peer organizations. Our brand strategy acknowledged the organization’s Christian identity, defined messages for its diverse audiences, and outlined the most appropriate approach for handling IJM’s brand architecture and program “microbrands.” We also extensively explored identity and visual system alternatives that would support the brand strategy going forward. 


Brand equity/driver analysis
Brand purpose
Brand architecture strategy
Messaging strategy
Logo and visual identity design