TRJC Branding:
Justice and Community in the AI Era

Visual Identity Branding Project

How might we break down silos and encourage information sharing among stakeholders to build a collaborative community for advancing racial justice against AI-driven threats in the criminal justice system?

Context

This project is developed with NYU School of Law specialists to design and prepare an online platform addressing racial justice issues raised by AI

Role

- User Experience Researcher
- Design Strategist
- Communicator
- Documenter

Team

- Terrance Pitts (Director)
- Laneen Wells (Brand Designer)
- Aishwarya Srivastava
- Xinyu Chen
- Edwin M.Olivera
- Yisi Shen

Tools

Figma, Adobe Illustrator, Photoshop, Miro  Board, Mailchimp, Hivebrite, Microsoft Office, Notion, Pinterest, Google Workspace

Introduction

This branding project, in collaboration with Terrance Pitts, Senior Research and Advocacy Fellow at NYU School of Law, developed a cohesive brand identity, including a logo and newsletter design, to support an online community addressing racial justice issues caused by AI. The logo symbolizes justice and equity, while the visually engaging newsletter template informs and connects community members. These elements strengthen TRJC's presence, foster stakeholder engagement, and enhance information sharing."

Background

In an era of rapid technological growth, the widespread use of surveillance and predictive technologies disproportionately impacts communities of color, raising serious concerns about civil liberties, privacy, and racial justice.

For example, AI-driven predictive policing tools have exhibited substantial racial biases. A study on the PredPol system revealed that neighborhoods predominantly inhabited by Black and Latino residents were disproportionately targeted, sometimes generating over 11,000 crime predictions in specific areas. (Center on Race, Inequality, and the Law, 2023)

These communities faced repeated surveillance, intensifying racial inequities​. Despite the broad landscape of challenges, this advocacy arena remains fragmented and disconnected. The Technology and Racial Justice Collaborative (TRJC) seeks to bridge these gaps by uniting stakeholders to address systemic inequities and foster collaboration across diverse sectors.

Research

  1. What features and functionalities would make an online community engagement platform most useful for sharing updates, networking, and collaboration?
  2. What content topics and delivery methods would best engage the audience on race, law enforcement surveillance, and algorithmic justice?
  3. How do users perceive the current TRJC logo, and what visual styles align with their preferences and expectations?

Research Questions

  • Conducted 2 semi-structured interviews with 6 key stakeholders specializing in Artificial Intelligence, Social Justice, National Security, and Technology Surveillance.
  • Facilitated 2 focus groups using digital design probes

Methodologies

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“Need color scheme and fonts to make organization visible. People with visual impairments need to be considered and clear fonts are important.”

- Donald Bell (Policy Counsel at Project on Government Oversight)

“I like the protest imagery. There’s an oversaturation of people and robots and things like that. Concerns are becoming very technologized, and it’s really important to see real people and images of us protesting.”

- Myaisha Hayes (Campaign Strategies Director at MediaJustice)

“I hate all the images of technology - some images containing the human head - misleading of tech. Distinction between human and tech is important.”

- Eric Williams (Managing Director at Detroit Justice Center)

Insights

• Personalized Content: Platforms must deliver tailored updates relevant to individual interests and goals.
• Community Connection: Tools for networking, collaboration, and resource sharing to foster meaningful engagement.
• Simplified Visuals: Use infographics and accessible design to explain complex topics clearly and inclusively.
• Engaging Branding: Vibrant, human-centered designs that evoke collaboration and purpose.

User Needs

Pain Points

• Overwhelming Information: Difficulty navigating excessive or irrelevant updates on existing platforms.
• Clichéd Imagery: Overused symbols like chains or generic AI visuals fail to connect emotionally.
• Relatability Gaps: Technical or abstract designs feel cold and do not resonate with users' humanity.
• Platform Skepticism: Concerns about redundancy and lack of distinct value in adopting new tools.
Logo Design
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Newsletter Design

  • Used psychology principles to strategically design interview questions

  • Conducted stakeholder interviews and developed an efficient interview flow.

  • Improved my storytelling skills to better connect with stakeholders.

  • First time creating digital probe to collect useful logo feedback!

  • Enhanced visual design strategies to align branding with values and make a strong impact.

  • Focused on making designs accessible and inclusive for everyone.

  • Delivered a clear and engaging weekly newsletter template for diverse stakeholders!

Personal Wins!