The Romero Institute

Justice Through Civic Action

Romero featured

The Challenge

The Romero Institute, a social justice and advocacy nonprofit, came to us seeking a communications platform to showcase 40 years of success, re-activate their supporters, and incite new people to take action.

The Outcome

The Romero Institute site establishes the organization as a social justice powerhouse with a storied history. By highlighting their track record, they are able to easily communicate with longtime supporters, engage new advocates and activists, and elevate their campaigns.


  • Strategic Brand Building
  • Content & Campaign Consulting
  • Digital Infrastructure

Focus Areas

  • Climate Action & Environment
  • Public Service & Government
  • Social Equity & Justice

Then and Now

One thing that differentiates the Romero Institute from similar organizations, is their long history of success in high-profile, complex cases. Our strategy of highlighting this legacy and its throughline to current projects became the default approach for attracting new audiences while encouraging deeper engagement with their established donors.

Romero Then Now slide1 190718 202440
Romero Then Now slide2 190718 202444
Romero Then Now slide3 190718 202447

Establishing Authority

In the social purpose space, the ability to convince your audience of your ability to achieve results is vital to funding efforts. In their early years, the principles of the organization broke, fought, and won some of the biggest cases in American history. Among them were the Karen Silkwood case, the Iran Contra Affair, and the Three-Mile Island nuclear power plant incident. We worked with them to succinctly showcase past successes at a high level. Site visitors can learn the details if they want to dive deeper.

Romero UI UX design Landmark Cases

Messages of Hope

We discussed our established position of using positive messaging to drive their communications. They continue to employ the strategy of inferring the problem/issue by talking about solutions.

Romero Project1
Romero Project2

Blue & Gold

The blue in the color palette for the brand was inspired by their existing brand but made more vibrant to express their optimistic attitude and passion for the causes they champion. The gold highlights are intended to convey their stature in the social justice space.

Because the organization is about action over aspiration, the blue is used for all of the action items including buttons and CTA sections. It's also used for titles, to designate pages sections without the need for color breaks.

We softened the gold to create the background color for the site. By using this color throughout, we were able to make pages and the entire site feel unified and create a visual invitation to follow the narrative flow presented of each page.

Romero Colors 190807 170849
Romero Typography 190807 170848
Romero details
Romero details 2
Romero details 3

Show, Don't Tell

The About page presented some interesting challenges. The first was how to convey the importance of over 40 years of activity without writing a book. Our strategy was one of ‘show don’t tell’.

They have plenty of visual assets to use. But this led to a second challenge—how to use low quality and low resolution images on a modern website. We took a collage approach which let us use the small images and made the ideas scannable with minimal reading. Still, there was plenty for people to sink their teeth into if they wanted more details.

Romero Image collage
Romero About 190806 172013

Ready for Change

The world of activism is dynamic and quick changing. The Romero Institute was already familiar with Craft CMS, the content management system we used to build the Lakota People’s Law Project and Greenpower websites. Using the same CMS makes it easy for them to do updates whenever the need arises.

Romero Blogs

Scope of Work

  • Strategic Brand Building

    • Brand Research
    • Visual & Messaging Landscape Analysis
    • Brand Identity & Design Systems
    • Brand Messaging
    • Content & Messaging Strategy
  • Content & Campaign Consulting

    • Brand Extension, Collateral, & Materials
  • Digital Infrastructure

    • Modern Bespoke Website Design & Development
    • Digital Blueprints
    • Branded Website Content & Copywriting
  • Other

    Related Work

    Book a Strategy Call

    Are you ready to lead a modern social impact organization? Let’s explore our fit for working together.