By paying bail for New Yorkers who can’t afford it, the Brooklyn Community Bail Fund keeps people out of jail, protects their presumption of innocence, and proves that cash bail is not only unjust, but also unnecessary.

I worked with BCBF to build their existing logo into a first-stage identity system and website, where they could start raising money for the fund. The goal of the website was to tell the compelling stories of people impacted by policies, and show how their outcomes could be changed by the Fund’s intervention.

Since their team was just getting off the ground and would be taking over maintenance of the site and styling, the identity system focused on a small collection of bold colors and fonts used in a limited grid arrangement.

A two-part persona showed how events in one person’s life differed vastly when they could and could not afford to post $1,000 bail.