⌲ Client: People against Prop 36

Combatting incarceration with care


The Challenge:

Cut through the noise of the 2024 general election to amplify a clear message: true public safety means defending our progress, not rolling it back. We worked with the Ella Baker Center for Human Rights, Initiate Justice Action, ACLU Northern California, and a broad coalition of community partners to build a compelling brand, the infrastructure for partner activation, and a coordinated digital strategy—including ads and social amplification—to reach one million people across Los Angeles County.

Brand ⌁ Web ⌁ Advertising ⌁ Social

Red background with white text that says, 'GET OUT AND VOTE' in the center. In the bottom left corner, green speech bubble with white text that reads 'VOTE NO ON 36'. Below that, yellow text says 'PEOPLEAGAINSTPROP36.ORG'.

The BRANDGUIDE

The brand embraces a bold, community-rooted identity that feels more like a movement than a campaign. Its visual language draws from the urgency and clarity of protest signage—striking colors, strong type, and sticker elements that signal grassroots power.

Text graphic with the words 'VOTE NO ON 36' in bold white letters on a red background, set against a yellow backdrop.
Multiple speech bubbles with yellow text on green background reading 'NO ON 36' and 'VOTE NO ON 36', arranged diagonally.
Pattern of political campaign signs in green, yellow, and red backgrounds with the message "Vote No on 36" in speech bubbles and block letters.

The Photography

The photography direction centered humanity, capturing the people impacted by incarceration and the people behind the movement with honesty and warmth to reflect the heart of the work and the communities driving it.

A smiling woman with short hair, wearing a checkered shirt and a necklace, standing outdoors near a wooden fence with sunlight casting shadows on her face.
A man speaking during a protest or rally while holding a smartphone. He is wearing a white t-shirt with a red and white slogan supporting No on Prop 36. There are other people and protest signs in the blurred background.
A woman with blonde hair, wearing a white shirt and gold hoop earrings, gently resting her hand on the shoulder of a man with short hair, who is wearing a checkered shirt. The woman is wearing a gold watch with a pink strap and a ring, and the background is blurred with bright lighting.
Group of people holding signs that say 'VOTE NO ON PROP 36' with a red and yellow color scheme at a protest or rally.
Group of diverse people at a protest or rally holding signs that say "Vote No on Prop 36" with microphones in front of a woman speaking.
Two women standing with heads bowed and eyes closed, holding onto each other's shoulders, in front of a piano and a potted plant.
Flyer with yellow background and red and white text reading
Smiling woman with curly hair, wearing a white t-shirt with a red speech bubble saying "VOTE NO ON PROP 36," outdoors with trees and blurred greenery in the background.
A smiling person standing in front of a decorative metal wall with sun shining behind.
Man speaking at a rally with multiple people holding signs that say "Vote No on Prop 36" and other messages, outdoors with trees and clear sky in the background.

The Website

The website served as a mobilization hub—designed to distribute social assets, talking points, and shareable content that empowered supporters to spread the truth about Prop 36 through their own networks.

A webpage opposing Proposition 36 with a yellow background. It features bold text saying "VOTE NO ON 36" on the left and "PROTECT THE SAFETY & STABILITY OF OUR COMMUNITIES" on the right. The page includes stickers with messages like "NO ON 36 INCARCERATION," "VOTE NO," "STOP MASS" and "CARE NOT CAGES." There's a call to action button labeled "TAKE ACTION" and a section to join for updates with an email sign-up form.
A website page promoting voting no on Proposition 36 with social media graphics, articles, and messages advocating against mass incarceration, attacking communities, and going backward.
A campaign poster urging people to vote no on Proposition 36, with a red background and bold white and green text. The message reads "Join the Fight & Stop Prop 36" and includes a yellow button labeled "Download Toolkit". There is a yellow seal with black text indicating the vote date, November 5, 2024.
A person holding car keys and a ticket with campaign text advocating against Proposition 36, with bold red and yellow text saying 'Late Rental Return? Vote NO on 36' and endorsement to visit peopleagainstprop36.org.
Close-up of two people hugging, one with dark skin and short hair, the other with light skin and short blond hair, seen from behind, wearing a blue checkered shirt and a white shirt, respectively.
Poster opposing Proposition 36, claiming it promotes mass incarceration. Features bold text 'VOTE NO ON 36' over a red and green background. Includes a yellow badge with 'November 5, 2014' and the message 'Invest in care, not cages.'
A political campaign poster with a yellow background and large red text that reads: "VOTE NO ON THIRTY- SIX." Smaller red text under this includes: "VOTE NO ON MASS INCARCERATION," "VOTE NO ON ATTACKING COMMUNITIES," and "VOTE NO ON GOING BACKWARD." A green badge with white text says "VOTE NO" and phrases like "PROTECT ESSENTIAL FUNDING." An oval with green lines contains the date "NOV 5."
A yellow background featuring political stickers promoting voting in November 2024, with slogans such as 'Vote No on 36' and 'November 5, 2024'.
A woman wearing green shirt and headphones, smiling, with campaign messages and a quote supporting Prop 47 on a beige background.

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