A new name and new brand for incarceration reform
What we did
Communications strategy
Branding
Naming
Media prep
Storytelling
Video
Web design
Client
Where
San Francisco, CA
The challenge
A doctor at UCSF had developed an extraordinary initiative to change incarceration by reframing it as a public health problem. The organization’s growth and fundraising were limited by the fact that it had no website and a name — JUSTinnovate — that was confusing and little recognized.
The work
We advised the UCSF team to rebrand entirely, with powerful stories at the center of their identity. We led them through a naming and branding process to build a new visual brand, a website, and a communications strategy, as well as develop video assets to bring their story to life.
“Our work with Be Clear came at a pivotal time for our organization. As we grew, we needed a name that meant something and better communicated what we do.
“Be Clear helped us clarify our communications goals and lead us through a thorough — and fun — process to develop a new name and visual brand that we love.”
Brie Williams
Founder & Director,
Amend
The results
The organization became Amend, a name with multiple resonances that more clearly supported its mission.
Amend now has a visually compelling brand and an appealing digital presence, including videos telling their story that have received thousands of views. Among other accomplishments, Amend became a go-to resource for combating COVID-19 in prisons and jails during the pandemic.
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©️ Be Clear 2025
Better communications
for a better future