Hayti Reborn – Justice Movement Rebrand
Reviving Hayti: A Legacy of Justice Reimagined
Hayti Reborn – Justice Movement (HR-JM) is a nonprofit organization rooted in Durham, North Carolina, dedicated to addressing systemic issues like mass incarceration and substance abuse through prevention and intervention. Building on Durham’s history as one of the original Black Wall Streets, HR-JM sought to modernize its identity to inspire action and serve as a beacon of hope for the community.
Task
The task was to create a brand identity that empowers Hayti Reborn – Justice Movement to communicate its mission effectively. It required balancing a modern design approach with a deep respect for the organization’s historical roots and alignment under the broader Hayti Reborn banner. The goal was to establish a clear, engaging identity that would resonate with participants, supporters, and partners.
HR-JM faced the challenge of standing out in a crowded nonprofit sector. Its outdated brand identity didn’t reflect the organization’s transformative mission, making it harder to engage audiences and attract support. The challenge lay in reimagining the brand to celebrate its heritage while fostering relevance and accessibility in a competitive landscape.
Hayti Reborn – Justice Movement presented a unique opportunity to create a visual identity and brand system that honors its rich history while shaping a bold future. Brought onto the project by an art director, I took charge of the creative direction, beginning with a deep dive into the creative brief, user personas, comparative audit, and core project pillars. These materials offered invaluable insights into the brand’s mission, audience, and aspirations.
From this foundation, I developed three creative directions, each reflecting the brand’s unique essence. After a collaborative review, the final concept emerged, embodying efficiency, dedication, and warmth. This approved direction became the backbone of a cohesive brand identity, inspiring action and engagement while ensuring Hayti Reborn – Justice Movement’s mission resonates with its community and partners.
The approved creative direction, rooted in the brand attributes of efficiency, dedication, and warmth, inspired the logo design for Hayti Reborn – Justice Movement. The goal was to establish a unique identity that reflects the organization’s mission while honoring its connection to the larger Hayti Reborn banner. The result is a logo that feels like a close cousin—distinct yet tied to its parent brand’s legacy—capturing the spirit of autonomy and homage in perfect balance.
To complement the main logo, program-specific marks were developed for each initiative under Hayti Reborn – Justice Movement. These marks are tailored for use in signage, merchandise, and marketing, providing a unique identity for individual programs while remaining aligned with the overall brand. Limited to program-specific applications, these marks ensure consistency by adhering strictly to the approved lockup and color guidelines.
The rebranding effort resulted in a distinct and cohesive identity for HR-JM, honoring its legacy while embracing modernity. A redesigned website became a hub for resources and engagement, amplifying the organization’s mission. The updated branding established HR-JM as a trusted leader in workforce development and community support, setting the stage for future growth and impact.
The rebranding effort for Hayti Reborn – Justice Movement resulted in a striking and cohesive identity that bridges the past and future. Rooted in the organization’s rich legacy, the updated visuals bring a modern edge, amplifying its mission with clarity and purpose. The redesigned website serves as a dynamic hub for resources and engagement, empowering participants, supporters, and partners alike. This revitalized branding has solidified HR-JM as a beacon of hope and leadership in workforce development and community support, paving the way for lasting impact and future growth.
The visual identity for Hayti Reborn – Justice Movement transforms its mission into a vibrant, cohesive brand experience. Each element—color palette, typography, logo lockups, and program-specific marks—works in harmony to reflect the organization’s values of efficiency, dedication, and warmth. The design system not only ensures consistency but also offers flexibility across diverse applications, from signage and merchandise to digital platforms and printed materials.
Mockups showcase how the visual identity comes to life, emphasizing connection and empowerment through clean, modern design. Whether through bold typography or thoughtful use of color, every touchpoint communicates a commitment to justice and community. Together, these visuals inspire trust and engagement, reinforcing HR-JM’s role as a leader in workforce development and social impact.
Click above on how the rebranding of Hayti Reborn – Justice Movement played a key role in amplifying its mission and impact, contributing to its recognition as a 2024 NACo Achievement Award recipient in the Criminal Justice and Public Safety category.
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