# Justice — Brand guide Creative direction v1 · September 2026 ## Brand essence **Justice — Build what is good.** Faith in the future. Hands in the work. Working identity: the faithful maker. A filmmaker, designer, and founder bringing faith and craft into meaningful products and stories. ## Positioning Justice brings filmmaking, design, and software into one creative practice. His Christian faith informs what he chooses to make and how he wants that work to serve people. Promise: Make meaningful ideas tangible, beautiful, and useful. Reason to believe: the personal shift toward Embark, the learning he describes through the product, and the native Swift build described in the conversations. These are founder-reported experiences. People to connect with: curious learners, thoughtful creators, builders who value craft, and supporters who want to understand the benefit their resources enable. ## First-person introduction I’m Justice, a filmmaker, designer, and founder. I bring faith and craft into stories, products, and shared spaces that help people live with more meaning. My work begins with Embark, a Bible app I started because I wanted to learn more myself. I’m building what I believe is good, one useful piece of work at a time. ## Short biography Justice is a filmmaker, designer, and founder bringing faith and craft into meaningful products and stories. He is building Embark, a Bible-learning app, and exploring a shared creative practice around useful work. ## Profile bio Filmmaker. Designer. Founder. Faith in the future. Hands in the work. Building Embark. Build what is good. ## Principles ### Faith: Let belief shape the work. Begin with the people the work could serve. Make room for prayer, reflection, and the humility to keep learning. ### Craft: Make care visible. Give the product, the image, and the sentence the attention each deserves. Beauty can invite someone to engage deeply. ### Agency: Take the next honest step. Turn a large ambition into something someone can use, watch, question, or improve. Earn confidence through practice. ### Stewardship: Build a life that can sustain the work. Treat time, money, relationships, and attention as resources to care for. Keep commitments proportionate to real capacity. ### Service: Ask what the work gives. Look beyond the moment of attention. Listen for understanding, learning, connection, and useful changes in someone’s life. ## Brand architecture - JUSTICE: the person, point of view, and body of work. - EMBARK: the named product and its own user promise. - RECAPITALISM: a philosophy proposed in the conversations, not an established investment structure or a term proven to have been coined by Justice. - STUDIO / COMMUNITY: possible organizational expressions; names, agreements, and responsibilities remain open. The wider civic projects discussed, including Election.org, are collaboration context and are not presented as Justice’s own portfolio. ## Voice Personal, specific, inviting, accountable. Use concrete experience. Name the work. Invite questions. Match claims to available evidence. Keep spiritual conviction personal. Avoid guaranteed success, invented traction, inflated impact, and fear-driven urgency. Examples to adapt when true: - I built Embark because I wanted to understand these stories myself. - This is the detail I changed, and why. - Here is what I’ve built, what I’m learning, and what still needs work. - If this is a kind of work you care about, I’d like to hear what you would bring. ## Content pillars 1. The making: a real interface, film frame, or improved decision. 2. The learning: a Bible story or product lesson, in context and with source care. 3. The belief: a principle connected to a real decision. 4. The invitation: a defined project and a specific way to contribute. Suggested starting rhythm: one piece of work, one useful reflection, and one honest progress update each week. Adapt to capacity. ## Visual system - Deep olive: #20281F - Stone: #F1EFE8 - Antique gold: #B29A6B - Patina: #69756E - Display type: Cormorant Garamond, regular and italic. - Body type: Manrope, regular and medium. - Mark: editorial JUSTICE wordmark and oval J monogram. - Composition: generous space, one strong thought per frame, architectural rhythm, restrained borders. - Images: classical architecture, natural light, real workspaces, hands making things, and honest conversation. - Concept art communicates possibility. Actual footage documents the work. Visual reference: https://www.vitalv.org/. Original copy and conceptual artwork. No affiliation with Vital Ventures is implied. Name and marks are creative concepts; no trademark availability assessment has been performed. ## Personal practice Before the work: reflect, name what is available, choose the next deliverable. During the work: protect a realistic block of making time; keep one milestone visible. After the work: note what became real, what you learned, and the next step. Make room for rest.