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Brett S. Traylor Creative Direction & Design

Project Nia

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

Project Nia pursues and prioritizes restorative and transformative justice practices to end youth incarceration. We developed tools to help the nonprofit and its activists effectively work towards real change. Our work included a new brand identity, messaging strategy, and website — as well as a variety of fun and impactful items such as pins, posters, and t‑shirts.

Project Nia Logotype Sharp

Working with Project Nia provided much-needed perspective for our team. And it was an amazing feeling to be part of the difference they’re fighting to make.

Brett Traylor, Executive Creative Director, Bst.

Project Nia founder and director Mariame Kaba sitting and gesturing to the Thinkso team.
Members of the Thinkso team and Project Nia board work together in the Thinkso conference room.
Senior Thinkso partner Brett Traylor presents design to the Thinkso and Project Nia working group.
Thinsko senior partner Brett Traylor and Project Nia founder and director Mariame Kaba.

The unveiling of the revamped Project Nia brand and visual identity to founder Mariame Kaba.

A Project Nia poster on a brick wall that reads "Strong communities make the police obsolete" with images of protesters.
Two Project Nia educational posters with the headlines "Conversation, not cruelty" and "Consequences not incarceration.
A young protester in a green shirt holding a Project Nia banner that read "Heal, don't harm" overhead.

Project Nia is committed to helping activists bring change to their communities. To promote their mission of ending youth incarceration, we created a series of eye-catching posters that are as comfortable hanging on the wall of a classroom or community center as they are in an urban or protest environment.

The Project Nia homepage with the headline "Community over confinement." a group of protesters, and statistics on youth incarceration.

We completely overhauled Project Nia’s website, giving it a simple navigation that makes it clear as to how visitors can take action. The “tools for action” section invites supporters to post on social media, access curricula and reports, or donate to the effort. The organization’s new tagline, Community over Confinement, is featured prominently, providing an accessible and well-articulated mantra.

Project Nia Brochure
Project Nia Postcards
Project Nia Ppt1
Project Nia Ppt2
Project Nia Ppt3
Project Nia Ppt4

We wrote and designed a variety of digital and print materials to make the case for community-based responses to harm. They include a custom presentation template and a professionally printed Transformative Justice brochure.

Project Nia Buttons

For the organization’s logo, Project Nia suggested a circle motif to symbolize connection, building relationships, belonging, and healing. Our design captures that preference, while echoing familiar activist imagery of the past. We also shifted the formatting of ‘Nia’ away from all caps to avoid any confusion that the name is an acronym. The result is a logo that reflects the group’s focus on advocacy, and also looks great on a button.

Project Nia Pop Up Banner

To further promote Project Nia’s work when Mariame speaks at conferences or other events, we designed a pull-up banner to help the organization stand out in a crowd.