top of page
case study - 02
Amnesty Int. II
date. 2025
client. brief
The Berif
"Protest" has become synonymous with violence.
THE SOLUTION
We stripped the visual identity to its most brutal core: The Amnesty Yellow and Bold Black. The copy was crafted as
"Environmental Typography"—words designed to be read at 60mph, but felt for a lifetime.
When the public believes protests are inherently violent, participation drops dramatically.
Without mass participation, movements lose legitimacy and political leverage.
So, the strategy relied on creating a NEW symbol.
By shifting the visual language of protests, the open hand challenges the false perception that protest = violence.
.png)
.png)
.png)
.png)
.png)
Hand Stunt
We turned city squares into statements, replacing clenched fists, violent symbols and political statues with open hands and fabric gloves with open-hand gestures.
In a second activation, we performed a drone shot above a public plaza with hundreds of people forming a clenched fist on dark asphalt.
Slowly, the fist unclenches. Fingers spread. The fist becomes an open hand.
One open hand is a gesture. A thousand changes everything.
bottom of page