Skip to content
Brett S. Traylor Creative Direction & Design

After Innocence

Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.

After Innocence is the leading provider of re-entry assistance to individuals released from prison after wrongful conviction — a service that is often treated as an afterthought. We revamped the branding, messaging strategy, and communications materials to create a sense of urgency and importance, helping to raise awareness, improve fundraising, and boost effectiveness.
 

Afi Logo 1 C

Everyone, from large law firms to the general public are transfixed by the dramatic story of an individual being released after a wrongful conviction. But that interest drops to near zero the day they walk out of prison and have to deal with the realities of life. After Innocence concerns themselves with the ​“Now what?”

Brett Traylor, Executive Creative Director, Bst.

An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.
An array of statistics and exoneree photos and stories articulate the important and challenging work of After Innocence.

Designed as modules for the web and other collateral or as stand-alone, shareable graphics, a suite of bite-sized “cards” lay out the stats, stories, and statements that celebrate and support After Innocence’s unique work.

The After Innocence homepage, with an image of a man and woman viewing a laptop screen and the headline, When wrongful incarceration ends, our job begins.

The After Innocence homepage contrasts a gritty authenticity with an optimistic, activist tone—a perfect balance for an organization with a serious mission and ambitious goals.

An array of After Innocence business cards featuring the organization’s logotype.

Featuring a concise statement of the nonprofit’s mission, business cards underscore After Innocence’s singular focus on the exoneree experience.

A photo of the After Innocence postcards featuring the organization’s logotype.

With an emotional stanza from Langston Hughes, notecards give executives and staff a way of staying connected and involved in clients’ successes.

A one page After Innocence publication showing statistics, a client photo, and testimonial with the title, For the wrongfully imprisoned, what comes next?

The fact sheet continues the provocative, activist tone to frame the organization's unique set of capabilities. Throughout the collateral suite, messages are kept consistent—a disciplined approach that seeks to maximize the impact of the After Innocence brand.

The cover of the After Innocence introductory presentation with photos of several client exonerees and the title, They deserve more than freedom.

The presentation deck is optimized for laptop sized, digital display, using a one-idea-per-page approach to create a headline-driven, step-by-step introduction to After Innocence’s mission and work.

A collage of two After Innocence newsletters with the organization’s logotype.
A head and shoulder portrait of a team member with the organization’s logotype.

Digital tools such as newsletters, eblasts, and video backgrounds extend the organization’s new image to include all touchpoints, even virtual ones.

An After Innocence team member stands behind a table at an industry conference with a table covering and tall banner displaying the organization's logo and slogan: when wrongful imprisonment ends, our work begins.
A blue t-shirt with the After Innocence logo and slogan in large print: when wrongful imprisonment ends, our work begins.

Prioritizing maximum visibility and impact, the After Innocence slogan and logotype make for a thought provoking, can’t miss statement on giveaways and event signage.