TRACE
Challenging subject made visually engagingStrategy - Visual Identity - Website - Content
We developed a visual identity for the Trace Initiative that had to walk a political tightrope, tracking antisemitism and antigypsyism across Central Europe while speaking to everyone from policymakers to grassroots activists. The challenge wasn't just aesthetic, it was about creating credible urgency that could cut through institutional noise and actually mobilize people.
Our approach centered on the "Following the Trace" concept, using bold curved line patterns that visualized the paths of violence being tracked. We paired this with unapologetically striking typography and a high-contrast palette of black, blue, and yellow that refused to be ignored.
The system had to work everywhere, from parliamentary presentations to street-level campaigns. So we built complete design ecosystems with logos, typography hierarchies, custom iconography, and flexible templates that advocacy teams could actually use without a design degree.
Result
The identity gave Trace something rare in advocacy work - visual authority that doesn't compromise on accessibility. The comprehensive design system lets them pivot from academic conferences to community organizing without losing brand coherence. Most importantly, it positions sensitive documentation work with the visual weight it deserves. Serious enough for institutional credibility, bold enough to break through public indifference.
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