Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Government, State Agencies, NGOs, Human Rights, International Organizations, Causes, Non Profits, Advocacy, Asylum Seekers, Refugee Rights

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Human Rights First (HRF) is a non-profit, nonpartisan organization committed to equipping and activating the skilled to abolish oppression. As the center of a network solving global crises, HRF leverages a coalition of lawyers, policy makers, veterans, technologists and other human rights experts. This network of change makers mobilizes specifically to combat authoritarianism, extremism, systemic injustice and the abuse of technology, while pressing the U.S. to lead the charge.


As one of many human rights organizations, HRF decided it was time to solidify its identity and position in the NGO landscape. Not only were they often confused with Human Rights Watch (due to a similar name and color palette) their core mission as an organization supporting asylum seekers had been lost after years of program expansion.


Through comprehensive research and workshops, we uncovered a key insight that would be a new thread to their story. While other organizations raise awareness, rally grassroots supporters, or create complex programs, HRF takes critical action by equipping and activating skilled experts to fight injustice around the world. With this new truth in hand, they needed an expression that would not blend in with similarly named groups.


HRF now looks completely different from similar human rights organizations, minimizing confusion while still honoring their history. Beyond a distinct visual identity, HRF now has a distinct mission as well. Their fundraising efforts are more focused and specific to their redefined story and mission of protecting refugee rights. Internally they’re more aligned on their story and have clarity (and excitement) about having a refreshed brand identity.

Since implementing the branding, HRF has continued to gain traction on social as evidenced by a 10,000-person jump (or 14%) in Twitter followers; more than doubling their followers on Instagram; and increasing their LinkedIn audience by almost two-thirds (65.2%).


Client: Human Rights First – humanrightsfirst.org

Brand Strategists/Designers: Matchstic – matchstic.com