The Brady
Foundation
The Brady Foundation has long been at the forefront of efforts to end gun violence in America. As the organization sought to mobilize a growing movement, the challenge was to create a powerful visual identity and digital experience that could amplify individual voices and turn awareness into meaningful participation.
For the Voices Against Violence initiative, we developed a bold campaign identity and supporting design system built around a simple idea: every voice matters. The system combined expressive typography, a distinctive red-and-white visual language, and digital tools that empowered individuals to speak out and become part of a collective movement.
Giving the movement a visual voice
The identity was designed to be immediate, recognizable, and accessible, with a visual language that could move easily between grassroots activism and national communications.
Bold typography, a graphic voice motif, and a deliberately restrained color palette established a flexible system for campaign materials, environmental graphics, merchandise, and community engagement.
Turning participation into action
At the center of the initiative was a digital experience that allowed individuals to record their voices and add their names to a growing movement against gun violence.
We developed the visual and interactive design for a platform that transformed individual contributions into a collective expression, connecting personal stories with a broader call to action.
Building a campaign for collective impact
The design system extended across physical and digital touchpoints, from signs and apparel to online experiences and social communications.
Each application was designed to reinforce the campaign's central message while giving supporters a recognizable visual language they could adopt, share, and make their own.
Work conducted by Brad Blondes in his role as SVP, Director of Design at McCann, supported by the design teams working under his leadership.