Demand Impact was born from a heart-breaking event experienced by a parent who had the unique ability to help others in a similar position – or perhaps, to help others from getting in that position in the first place. As a musician, he wrote words and music. He invited legends of the music industry to record his creations. And, he assembled a new nonprofit organization to ensure the proceeds of the music went to the right people and places to have the most impact. With the goal of becoming the nucleus of a passionate, viral community of support and to model compassion, hope, inspiration and perseverance, Demand Impact retained Peebles Creative Group to launch its brand. Our work included research, engagement, new brand messaging, a new brand identity, a new website, social media support and even an album cover (or two). We’re honored to have been given the opportunity to share this incredible mission – pointing people to the best places to get help and offering financial support to programs that reduce the recidivism rate – helping them restore, reform, recover, and find the freedom to live a better life.