A new kind of team

Equal Justice Initiative

The Equal Justice Initiative Website


Madeo partnered with the Equal Justice Initiative on a completely redesigned website and new digital content strategy that amplifies the organization’s impact and deep educational resources.

For over 30 years, the Equal Justice Initiative has been a leader in challenging systemic injustices that pervade American life, protecting basic human rights for the most vulnerable people in society. EJI’s work includes efforts to end mass incarceration, excessive punishment, and the death penalty, advocating for the legal rights of the defenseless, and leading public education on the legacy of racial injustice in the United States.

After 8 months of daily collaboration between EJI and 12 Madeo team members, including strategists, designers, and web developers, we launched the new website for the organization to spread news, reports, interactive campaigns, and a deeper understanding of their work.

Given the complex and evolving nature of EJI’s work, the new website introduces a content strategy designed to invite new visitors to engage with and explore the many different facets of the organization’s work, while making it easier for familiar users to find what they’re looking for. The redesigned site also offers a fresh visual approach, with flexible options to meet the changing and expanding needs of the organization.



The new website for the Equal Justice Initiative marks the latest project in a continuous two year collaboration between Madeo and EJI. Previous projects include the online shop, interactive microsite and book on EJI’s landmark Segregation in America report, web calendar that features daily entries highlighting events from our collective history of racial injustice in the United States, and a microsite for Just Mercy, the powerful memoir from EJI founder Bryan Stevenson that was recently adapted into a major motion picture.

Interested in learning more? Get in touch with us.