Naming, Brand Identity
DeclaringJustice
“On June 9th 2020, Dominique Alexander was found hanging from a tree. After 66 minutes, the NYPD ruled his death a suicide in Fort Tryon’s 67-acre park. The lead investigator took two weeks off and there was little communication with the family. The Alexander family does not believe this was a suicide.”
This project was born from the motivity of the moment. We didn’t have time to be meticulous in our planning. A movement was forming and a beacon was needed.
I collaborated with the organizer to produce a name. We decided to mirror the name after the premise of the movement: to declare justice for Dominique Alexander; thus, emerged DeclaringJustice.
The Brief
Discovery
Design
Final Thoughts
In the wake of the tragic and mysterious circumstances surrounding the death of Dominique Alexander on June 9th, 2020, there was an undeniable urge to spark a movement. The essence of this project was born out of this motivity; a beacon was required to voice the collective unrest and demand justice. While I had the privilege to collaborate with the inspiring 'founder' of DeclaringJustice, they admitted, "I had no idea what I was doing until Ashley. I have a better understanding of my mission now." The ultimate goal was to create a resonating identity that could powerfully connect with its target audience.
The naming process was a collaborative effort, as it is paramount to the foundation of any brand. Rooted deeply in the movement's ethos to declare justice for Dominique Alexander, the name "DeclaringJustice" emerged, reflecting both the passion and the purpose.
To understand the historical depth, one must know the backstory: Dominique was found hanging in Fort Tryon’s expansive 67-acre park. In a shockingly brief 66 minutes, the NYPD hastily ruled it as a suicide. This verdict didn't sit well with the Alexander family, breeding suspicion and mistrust.
To enrich the visual narrative, I sought inspiration from Adinkra symbols of West Africa, each brimming with tales, maxims, and emotions.
The urgency of the times dictated the design objectives: it had to be more than just aesthetic, it had to evoke emotion, to be striking, and most importantly, to be instantly recognizable. I leaned into the Epa symbol, known for its representation of law and justice, an apt reflection of the movement's core value. The palette was crucial. The color red, symbolizing danger, energy, and determination, was a clear choice to command attention. In juxtaposition, the black was chosen to signify the mystery shrouding Dominique's untimely death and the power of collective mourning.
Designing to reflect the era, I drew upon the energies of the time, channeling an urgent narrative into every stroke and shade. The whole process was nothing short of a revelation.
Through this project, I was reminded of the true essence of design - to create with intent, to resonate, and most importantly, to make a difference.
This journey with DeclaringJustice was not just about creating a visual identity; it was a testament to the power of design when it intersects with purpose. Drawing inspiration from history, culture, and the raw emotions of the times, the project emerged as a beacon for a movement demanding justice. It serves as a poignant reminder that design has the ability to amplify voices, ignite passions, and stitch together the narratives that shape our world. Through this project, I rediscovered the profound impact that intention and artistry can have, and how they can seamlessly merge to craft stories that resonate deeply with humanity.
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