Beloved Repair Campaign

A national campaign to build a culture of repair across our lives and our nation.

⌲ Client: Liberation ventures

Building a culture of repair & momentum for a liberated future

The Challenge:

The gap isn't believing in reparations—it's understanding how repair works. Most people already believe in repairing harm through honesty, accountability, and care. The opportunity is helping them see that these same principles can guide reparations for historic injustice, making repair feel both practical and possible.

Brand ⌁ Web ⌁ Advertising ⌁ Events

⌲ Brand guide development

Building a language of learning & habit

Being informative, but not devoid of character

Using the existing Liberation Ventures brand as inspiration, we created a campaign platform identity that echoed the ecosystem it would live in, but had expressive tools that would make it stand out from the every day communications. We carefully crafted messaging frameworks to make sure the campaign voice remained grounded, consistent, and impactful.

⌲ Custom ARtwork By Chris Kindred

Website Refresh

A hub of opportunity & engagement

A comforting ecosystem of care, repair, and sharing
Bringing all the brand elements together, we created a framework for audiences to engage in the way they were best served. Whether they were looking for personal exercises, familial understanding, community engagement, or societal change—we had a self-service system geared toward getting folks engaged with active repair.

⌲ Lesson Hub

Engaging audiences in unique ways

Repair can look different
for each individual—the exercises that get them there will, too

With an ever-growing set of resources—from long-form exercises to repair-focused playlists to video lecture series—the hub provides a venue to return to again and again throughout the campaign, reinvigorating individual practices of repair.

⌲ Ads, Organic & Activations

Bringing the right audiences through the door

A three-pronged approach with a single goal

We combined targeted paid advertising, trusted influencer partnerships, and strategic organic storytelling to reach priority audiences, spark curiosity, and guide people from awareness to meaningful action.

⌲ Activations

Presence on the ground

Activations that build community through surprise in every-day life

  1. LED Billboard trucks deployed at high-profile USA 250th events and mobilizing in high-foot-traffic areas.

  2. Guerrilla poster series capitalizing on the 250th to spark reflection.

  3. On-the-ground decals positioned to naturally stop  pedestrians and engage commuters digitally.

⌲ The impact

Moving audiences
from awareness to action

Launched in Chicago and Atlanta, the campaign is demonstrating how values-based storytelling can shift perspectives at scale. In just six weeks, we're on pace to generate 6,000 new supporters, more than 9 million impressions, and sustained engagement—early evidence that more people are moving from awareness to action around repair and reparations.

The team

Strategy & Creative direction
Clayton Rosa
Christian Gilbert

Illustration
Chris Kindred
Olivia Taylor
Christian Gilbert

Design & Development
Olivia Taylor
Christian Gilbert

Writing
Frankie Huynh
Clayton Rosa