Rights by Design
Rights by Design is a collective of human rights specialists, established to build safe, respectful and inclusive organisations by listening, understanding, and co-creating change with the people inside them. Building on our relationship with the founders through our partnership with the Victorian Equal Opportunity and Human Rights Commission, we were honoured to help establish the Rights by Design brand through strategy, design and a digital presence. Working with brilliant women in the field of human rights, and creating communication tools for their successful new endeavour, made this a truly gratifying project to be part of.
CLARITY & CUT-THROUGH
The field of human rights is complex and confronting, making clarity critical for Rights by Design. From the wordmark through to content hierarchy, every element of this brand was designed for impact. A connection to humanity drove the design, visible in the icon, which has a familiar feel with a subtle nod to flag iconography, while the tone of voice is direct for quick understanding. Much like the work Rights by Design does, their communication has a real-world impact for people, so it needs to be purposeful and easy to comprehend. There’s no need for ornamentation.
BUILT FOR EASY USE
This is a systems brand that establishes integrity and builds consistency. To do that, we made the system easy for the client’s team to use so they wouldn't need an ongoing external agency. (We basically designed ourselves out of a job, which was the right thing to do.) Much of the brand’s communication involves data representation, with themes that are often sensitive or traumatic. There is a respectful balance in the system’s design that allows for both large data set emphasis and individual circumstance.
CONSIDERED FRAMEWORKS
Templates are the name of the game with this brand. The team now has robust templates set up in their preferred suite of Microsoft applications, ready to be designed on the fly and polished in the car before a presentation should a late idea strike. Schematics are similarly easy to edit and adapt for any need. For imagery, we curated a library of stock photography and provided guidance on finding more when needed. Stock is often a budget limitation, but we can achieve the results one wants with careful creative direction.
A STRONG START
The initial rollout for this brand was lean and clean, laying a strong foundation for the founders of Rights By Design to build their business. A microsite and a capability deck translate the brand strategy to compelling storytelling and clear design. Rights By Design is about working with intent and integrity. Watchwords for the brand we’re proud to see out there doing meaningful work that helps us all.
