180 DEGREES REBRAND
Turning lives around.
180 Degrees is a Minnesota-based non-profit dedicated to healing the trauma caused by poverty, racism and exploitation. Through a comprehensive system of support for high-risk youth, people experiencing homelessness, sexually trafficked girls and formerly incarcerated adults, 180 Degrees offers the tools to help people realize their potential and turn their lives around.
To craft an accurate, meaningful story, we partnered with leadership and staff to identify that, at the highest level, 180 Degrees aims to disrupt and heal the cycle of trauma caused by systemic injustices—a reality Minnesotans were more willing to confront after the murder of George Floyd.
Having connected the dots between their offerings and crystallized the organization’s higher purpose, we developed positioning, messaging, a new visual brand and homepage focused on sharing the 180 Degrees story—and how supporting their efforts offers a real, tangible way to impact systemic injustices locally.
Following the May 2021 brand launch, 180 Degrees reported:
111 in new donors
$400K in new capital funding
817% in grant revenue increase
Designer: Jocelyn King
Writer: Nikki Spencer
Creative Director: Allison Shulow