CIR_LogoThe Center for Investigative Reporting has launched a re-branding campaign with advertising agency Goodby Silverstein & Partners.

The campaign includes a new logo, along with recent projects like ‘Reveal’,  a one-hour investigative show for public radio, a video game called Hairnet Hero, made to teach children and their families about healthy eating, and celebrated an Emmy win for their graphic novel video ‘Jennifer’s Room,’ for new approaches to journalism.

Not that what CIR does is anything new. They’ve been producing quality, investigative journalism for 36 years, and many outlets, such as CNN and other large organizations, use their research and stories on a regular basis. The problem was that the CIR didn’t feel like they were connecting with the public directly. And so, the campaign.

The pro-bono creative from GSP focuses on the idea of redaction, which is sort of what investigative journalism is all about; filling in the blanks.

Executive chairman, Phil Bronstein, told me over the phone that, “[the idea of] redaction  is something that resonates with people — you don’t have to explain redaction to people. People understand it, especially with things like Snowden and the NSA recently. These are things that are of interest to people, its not just us saying ‘you need to know.’ In the past few decades, there’s been this focus on telling people what to pay attention to, we want to make it easier for people to consume this stuff and understand it.” Read more