After losing his son to addiction, Gary Mendell created an organisation to change American attitudes towards the issue. Addiction is not a moral failing, it’s a disease. A new identity was needed to reflect the bold new name and encapsulate the sentiment of crossing out addiction as well as challenging outdated perceptions. The identity had to convey raw emotion whilst staying optimistic in order to stand out against dozens of other non-profits in the same space that use bleak imagery.
Shortly after Shatterproof’s launch, the organization forged partnerships with MLB franchises, including the San Francisco Giants, New York Yankees and Pittsburgh Pirates, to help spread its message. Shatterproof also earned the support of the Clinton Foundation.