A Living Logo
For Innocence Canada
When I was first introduced to Innocence Canada (then AIDWYC), they were a small national non-profit fighting to overturn wrongful convictions. Their financial future was uncertain, and their brief was simple: create a new name and logo.
We saw an opportunity for the identity to be more than just a mark. On Wrongful Convictions Day, at the Ontario Court of Appeal, we invited the organization’s exonerees to help us subvert tally marks – symbolic of time behind bars – into an expression of innocence. A room watched as 21 individuals created 21 brush strokes. In those moments, it was clear this was bigger than our clever logo idea.
The event and the resulting 5.5-foot tally were noticed. Soon after, the Ontario government announced $900,000 in funding – the first government support in the organization's 25-year history. Since its creation, Innocence Canada’s logo has grown by thirteen strokes.
This was a truly creative-cup-filling moment, brought to life by a remarkable team: art director Jessica Carter, CCO Matt Hassell, producers Nick Hutchison and Lauren Sharpe, director David Quach. It was only made real through the trust and generosity of incredible clients Andrea Carling, Win Wahrer, and Debbie Oakley and through the strength and generosity of the exonerees and their families.
Recognized at Cannes Lions, Epica, Clio, and The One Show.
