How to brand a frightening subject matter

Turning negatives into positives

EndX is a non-profit dedicated to ending violent extremism by offering resources, forums, and other forms of support for local organizations to create positive alternatives for communities with at-risk individuals.

A key obstacle for the brand was how to turn such a negative and violent subject into a positive force for change. Similar organizations had found no real way of overcoming this problem. How do you stay positive if your name contains “extremism” and “violence?”

And, of course, this brand had to come into existence within two weeks. 

An empowering gesture

Rather than skirt the subject matter, the approach focused on expressing the common goal of trying to overcome and prevent violent extremism. The brand was developed around a physical symbolic act: Crossing two index fingers to form an X. This gesture enabled individuals to signal membership in a community dedicated to ending extremism.

Starting with the X

From the gesture followed the logo, an X containing the words (and its own) END, cast in a peaceful blue (also the color of the parent organization, The Soufan Center). No longer short for “extremism,” the mark converts the negative energy of the X into a force for good.

The results

EndX grew into a large and vibrant community. Following the events in Charlottesville, the organization saw large numbers of people turn to EndX for help and resources. With a growing membership and following, the organization continues to bring people together to tackle the challenges of extremism and hate.

Skills

Art Direction
Brand Strategy
Identity Design
Graphic Design
Website Design
Web Development
Managing Junior Designers

Deliverables

Logo & Identity Suite
Posters
Website
Email campaigns