The branding for the event needed to have impact. Students, teachers and administration alike were called on to join a pop-up photoshoot on campus to help capture every walk of life at Dawson. A make-up artist was on-site as the line-up waited to be part of this moving day-long session.

Combined, the photos show the span of race, age, position and gender at Dawson and how everyone is affected by violence. In order to showcase the photos, but also arrive at a focal point, a distinct shape was created for the title to contrast the photo cropping, and draw attention to the event.