We’re in the midst of a reading crisis in America and children from undeserved communities are the worst off. In low-income neighbourhoods there is only 1 age-appropriate book per 300 children. And a child without books starts out behind and stays behind for the rest of his or her life.The objective was to rally others in support of their mission and help RIF become relevant to those they want to engage.

We developed a brand identity and accompanying campaign that permeates pop culture, and to launch this re-brand back into the spotlight. We have also collaborated with 5 renowned artists to help with the initial manifestation of the brand's identity. Mark Giglio, Todd St. John, Elena Xausa, Steven Harrington and Dan Stiles have helped initiate the RIF Brigade and all contributed artwork to the brand's new look. We also partnered with typographers Bold Monday to create a proprietary RIF font (based on books as building blocks) that is used throughout brand communications.

The design has been widely applauded in the market by design publications including BoingBoing, Brand New, Fast Company, and many more.