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Global Justice

local struggles, global paths

Brand, Positioning, Visual and Verbal Universe

Challenge

Justiça Global is an institution that has been working since 1999 in the defense of human rights. Through five main strategies: litigation, research and documentation, training, communication, and advocacy, the organization denounces violated rights, guarantees rights for defenders and victims of violations, influences the formulation of public policies, and promotes the strengthening of democratic institutions.

Throughout its more than 20 years of networking, working with dozens of organizations in the public and private sectors and impacting hundreds of lives, Justiça Global has become recognized primarily for its international work. With achievements and effective results for victims of human rights violations, and in the creation and implementation of public policies, it has become one of the leading names in the defense of human rights in Brazil, gaining recognition and notoriety.

Our challenge was to build a brand worthy of its history, one that strategically aligned with its vision for the future. How do you build a brand that reflects its strength and expands its recognition beyond its field of operation?

Human rights are rights for everyone, but in a national context where the term has been appropriated and distorted, it is crucial that an institution of the size and recognition of Justiça Global gains visibility in this fight.

STRATEGY

A clear purpose emerged from our process: To make justice a possible reality.

For Justiça Global, the perfect world would be one where the organization proved unnecessary, but the reality is that we have a lot of work ahead of us. And the institution works daily towards the possibility of living in a more just reality for all.

With personality stubborn, loyal, courageous and strategic, We aligned existing traits within the organization and the people who are part of it, bringing out a strategic perspective. Because with so much injustice in the country, it is necessary to have clarity of objectives and intelligence to make choices to win effective battles.

With operational guidelines, we clarified the role and work that Justiça Global must guarantee: its expertise should drive change; transparency and accessibility so that its information reaches beyond the field; active listening to strengthen partnerships and its networking; processes that strengthen the exchange of knowledge between the margins, centers, and the global sphere.

The chosen positioning summary tag was “"Local struggles, global paths.". In line with its voice and way of acting, the phrase highlights local action, alongside and present in the territories, while also referring to its comprehensive action. The repetition of "Global" in the name with "globals" in the tag was deliberate to emphasize its greatest strength – bringing national injustices to the world's attention.

CREATION

To give substance to the strategy, we created a powerful brand, a symbol that expresses strength, local/global action, collectivity, support, and collaboration. The lines, which point to or expand from the center, indicate the reach of Justiça Global: from Brazil, from the Global South, to the world. We designed a brand that will be a banner for all the struggles championed by the organization and that can be embraced by all who feel represented by it.

The 23.5-degree tilt of the globe is present in the logo and visual universe of Justiça Global, lending visual tension and ownership to the brand's communication. A series of circular patterns was created to interact with the logo, building the discourse of the organization's pluralistic approach and composing a dynamic and expressive visual identity. The color palette harmonizes warm and cool colors, derived from the complementary colors red and green, all in human and natural tones. The images used seek to express the reality of the people represented by the organization, creating a powerful mix of struggle and hope. The typography complements the visual universe, highlighting real-life statements and empowering messages, sometimes accompanied by proprietary graphics and numbers that need to have an impact proportional to their importance.