Client
Minnesota Missing and Murdered Indigenous Relatives Office (MMIR)
What They Do
This office works to reduce and end violence against all Indigenous people in Minnesota.
Project Type
Graphic Design
Deliverables
Logo
License Plate
Challenge
Indigenous communities in Minnesota face a devastating and disproportionate crisis of missing and murdered relatives. Between 2019 and 2024, authorities reported approximately 4,761 Indigenous people missing. These cases represented 11.2% of Minnesota’s open missing person cases, even though Indigenous people comprised only 1.1% of the state’s population.
The Minnesota MMIR Office needed not only a memorable logo that conveys their message, but also a way to raise awareness, honor those who are missing, and generate sustained funding for community-led searches, prevention programs, and justice efforts. All while authentically representing Indigenous cultures across the state.
Solution
Big Spirit Inc. collaborated with the Minnesota MMIR Office to design their brand for the office and create a meaningful logo. The final result was the profile of an Indigenous face with a colorful braid, all set inside a red circle. At the center of the logo is the red handprint, a widely recognized symbol of the MMIR movement. The handprint represents the fight against violence and injustice faced by Indigenous people, while also acknowledging the historic silencing of Indigenous voices. The bold red color commands attention and ensures people cannot ignore the message.
After MMIR’s logo was well-established, they approached Big Spirit to design a custom specialty license plate that serves as both a fundraising tool and a powerful symbol of remembrance, resilience, and advocacy.
The plate features not only the logo, but a ribbon skirt motif, adorned with colors sacred to Indigenous cultures. This element symbolizes unity, strength, and resilience, reflecting the enduring spirit of Indigenous communities throughout Minnesota.
Big Spirit used these visual elements to design a logo and license plate that is both culturally grounded and immediately impactful, transforming everyday vehicles into moving statements of awareness and solidarity.
Impact
The MMIR license plate is available for purchase through Minnesota’s Driver and Vehicle Services division. Drivers can customize their plates while contributing a minimum $25 annual donation to the Gaagige-Mikwendaagoziwag Reward Account.
Named in Ojibwe, Gaagige-Mikwendaagoziwag translates to “They will be remembered forever.” The name captures the heart of the program: honoring missing relatives and supporting efforts to reunite them with their families or bring justice to their cases.
Funds from the reward account support:
- Community-led search efforts
- Search equipment and resources
- Media outreach
- Prevention and education programs
- Rewards for tips leading to arrests, convictions, or the safe return of missing individuals
An advisory council carefully oversees the distribution of funds, ensuring thoughtful and effective resource utilization.
Results
The response to the MMIR license plate has been extraordinary. The plate has been selling across Minnesota and has become the third most popular specialty license plate in the state, raising over $90,000 through sales for the cause. It has outsold multiple professional sports team plates, including those for the Minnesota Wild, Twins, and Timberwolves. This is a powerful indicator of widespread public support for the MMIR cause and has been a successful fundraising campaign.
Conclusion
This project demonstrates how culturally rooted design can drive real-world impact. Through thoughtful symbolism, collaboration, and community-centered storytelling, Big Spirit Inc. helped create a logo and a license plate that keeps Indigenous relatives visible, remembered, and honored.
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