Case Study: New York City Criminal Justice Agency reduces pretrial detention confusion with Hyperakt brand refresh

New York City Criminal Justice Agency boosts donations by $30M with Hyperakt

The New York City Criminal Justice Agency (CJA) faced a significant public perception problem, with many viewing the organization as complicit in mass incarceration despite its mission to reduce unnecessary pretrial detention. The agency engaged the vendor Hyperakt for a comprehensive brand refresh to address this challenge and clarify its true purpose.

Hyperakt implemented a new brand strategy and visual identity, which included creating a dedicated website page to explicitly state CJA's values and research ethics. This established a clear moral anchor for the organization's work. The results were a modernized, adaptable website and a significantly improved public image. Hyperakt's work also contributed to measurable impact, including a $30M net gain in donations and a 45% increase in contributions following the rebrand.

New York City Criminal Justice Agency