Activism You Can Wear
The Bold and Brave Brand was created as more than a campaign—it was built as a brand with a purpose. Developed for Pro.Tok 21, an organization dedicated to the promotion of civic activism, Bold and Brave Campaign introduced an authentic activist identity designed to live beyond a single moment. Our role was to create a brand that communicates values clearly, mobilizes community support, and contributes directly to the organization’s long-term sustainability.
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The client
Pro.Tok 21 is a civil society organization focused on strengthening activism, critical thinking, and civic participation in Serbia. Through campaigns, education, and cultural initiatives, the organization works to empower individuals and communities to speak up, engage, and take responsibility for social change.
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The need
While Pro.Tok 21 had a strong activist mission, there was a need for a new communication format—one that could reach beyond traditional NGO audiences and create organic, shareable momentum. The challenge was to design an activist brand that feels genuine rather than institutional, bold rather than didactic, and capable of generating both visibility and financial support through product-based sustainability.
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The solution
We created the Bold and Brave Brand as a complete activist brand system. This included defining the name, positioning, visual identity, and messaging framework, as well as designing campaign materials and branded products whose sales directly support Pro.Tok 21’s work. The brand language was intentionally direct, unapologetic, and emotionally charged—designed to resonate across digital platforms and spark conversation.
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