Indianapolis is a friendly city, fueled by big tourism and sports dollars. Which is why the RFRA religious freedom legislation of 2015 posed such a serious threat to the city’s reputation and economic development prospects. With the NCAA tournament (and national media) in town, the city needed a people’s response, and fast.
We were tapped to create a plan and graphic identity for the #IndyWelcomesAll campaign, a collaborative crisis response that went from concept to national news in a week’s time. By taking a quick, firm stance against discrimination, and getting the materials into the hands of the community, Indianapolis was able to preserve its reputation and minimize the political and economic fallout.