Starfish Builds Bridge For ADL

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Precipitated by changes in the political environment and a highly sensitive climate, ADL recognized that their 100+ year old brand needed to be rethought and redesigned to reflect its current role as a 21st century civil rights organization. The organization, founded in 1913 in response to anti-Semitism but now with a much broader anti-hate mission, tapped independent marketing firm Starfish to help articulate a unifying idea for the brand, revamp the visual system, and communicate the transformation internally and externally.

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Galvanized by the tagline “Fighting Hate For Good,” Starfish developed an identity that holds out hope and optimism for the future. The design utilizes a “bridge of hope” device, an upward-facing angle, as an activation element that illustrates what ADL fights against and what it fights for. The device can appear in secondary colors and in a variety of lengths and widths — but always at an upwards 9 degree angle.

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