The Clarion Project
When we started working on the Clarion branding, it practically dripped blood. In the effort to expose the dangers of radical Islam, article after article portrayed hanging bodies and whip-lashed backs. The feel and the language were written to appeal to the Right. And this it did. However, as we went through the re-branding process with Clarion, they came to the conclusion that unless they could get the Left and Mainstream audiences to hear their message, they could never have the kind of impact they were shooting for.
To address this, we rebranded the entire organization. We repositioned it from an organization that focused on the threat of radical Islam on the US national security to one that was challenging extremism while promoting dialogue.
We then worked with the writers/researchers to define the priority issues and to tone down the rhetoric. We then adopted a two-pronged approach to reaching these new audiences: 1) highlighting Muslim voices of moderation; and, 2) conveying the danger of extremism through addressing issues of high priority among the left and mainstream audiences.
The result of this rebranding is a new series of human rights films featuring moderate Muslim voices. The first, Honor Diaries, debuted on DirecTV in December 2013 and has since been screened at the UN, Amnesty International, the Museum of Tolerance and is now making its way to hundreds of university campuses throughout North America. We built a coalition of close to 30 human rights organizations, the majority stemming from the Muslim community. The second film addressing minority persecution in Arab lands is due to be released in 2015.
By rebranding the organization, and its website, we were able to recruit some of the world's leading voices of moderation and bring this important message to a much wider audience.