Hallmark Mystery was launching a new flagship mystery series, and we needed a catchy tagline that showed the lead character as a powerful female hero who always sets out to get justice and find the truth. We also needed to make it clear that this was not just a movie, but an entire series launch.

In addition to the line chosen, here are some other options I came up with:

JUSTICE IS JUST BEGINNING

JUSTICE IS JUST THE BEGINNING

THE TRUTH IS JUST THE BEGINNING

THE TRUTH IS JUST BEGINNING

A NEW FIGHT FOR TRUTH BEGINS

NOW SHE’S GOT A MIND TO FIGHT INJUSTICE

INJUSTICE IS JUST BEGINNING TO GET A PIECE OF HER MIND

JUST THE BEGINNING OF JUSTICE WINNING