Concept work

The brief

A concept campaign completed for a grassroots community organisation built by people with lived experience, to help advance the chance for successful rehabilitation of women during or after their encounter with the criminal justice system.


Name / brand

Workshop kit

Website mockup

Signage mockup

The recommended new naming position ‘Free’, is both literal as well as figurative for those affected by the criminal justice system to free their mindset, free themselves from negative behaviour, and be free to take responsibility for their actions.