While 70% of countries around the world have ended the practice of corporal punishment, the United States remains one of the last Western democracies still carrying them out. In fact, since the death penalty was reinstated in 1976, Georgia has consistently ranked among the top 10 states for executions.
Refreshed logo (see rationale and original logo below)
Founded in 1990, Georgians for Alternatives to the Death Penalty (GfADP) was initially established to challenge the Supreme Court’s ruling following the Furman v. Georgia decision. Today, the organization is actively involved in advocacy, education and support for people on death row, as well as their families. Over time, the focus expanded to include broader issues relating to criminal justice reform—from racial disparities in sentencing to community-based solutions that increase safety.
As part of a comprehensive communications strategy, Phillips & Marek was engaged to rebrand GfADP in a way that:
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Elevates the organization’s image to increase visibility, credibility and trust
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Provides a competitive advantage when seeking financial support and partnerships
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Clarifies and strengthens messaging for greater impact and consistency
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Positions the organization as a recognized thought leader in the field
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Attracts new supporters and volunteers, particularly younger audiences
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Increases overall engagement across programs, platforms and communities
Visual Style
Logo
The new GfADP logo is the cornerstone of the rebranding initiative. It visually signals the organization’s transformation, encapsulates its mission and vision, and sets the tone for all that follows.
While several conceptual directions were explored, GfADP ultimately needed a design that spoke plainly and did not rely on metaphor. The final mark is deliberately straightforward, aligning with the organization’s request for a grounded, traditional legal symbol that reinforces trust and legitimacy.
Refreshed logo
Original logo
Color
GfADP's new color palette reflects the organization's evolution and deep commitment to justice. Thoughtfully curated to evoke urgency, resilience and solidarity, these hues offer a more expressive and contemporary visual identity than the former palette of cool purples and dark green. Together, the new tones bring emotional depth and clarity to GfADP's mission, amplifying its voice in the movement to end the death penalty while remaining grounded in the strength of community.
Tagline
​A tagline was developed for GfADP to help communicate the organization’s identity and value proposition in a memorable and concise manner. This is especially important for organizations like GfADP that heavily rely on the acronym verses the entire name. In this case, the tagline had to meet additional criteria:
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Embrace inclusivity, welcoming of all perspectives
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Resonate with people of all faiths and beliefs
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Maintain a nonpartisan, apolitical tone
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Communicate strength, resolve and moral clarity
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Avoid redundancy with the organization’s name
Website
The newly designed website brings the organization’s refreshed brand to life. Its streamlined structure delivers a more seamless experience for both users and site administrators, while the homepage drives engagement with clear call-to-actions. And unlike the original site, this platform is SEO-optimized to attract and convert more visitors. Future updates will include expanded storytelling and impact pages featuring powerful testimonials, thought leadership content, as well as an advocacy section with tools to take action and stay informed.
