Human trafficking charity STOP THE TRAFFIK has adopted a new brand identity which spotlights the organization’s primary activities of prevention and intelligence gathering. The charity took up the new branding just ahead of its 20th anniversary next year.
STOP THE TRAFFIK partnered with Fold7Design for the striking rebranding. Fold7Design came up with a distinctive holistic design system with a dynamic new branding device at its heart – ‘Stop Arrow’. The agency created the ‘Stop Arrow’ which represents the importance of prevention and strays from the common upward or forward direction arrows used in branding, by pointing backwards. It provides a memorable distinction to a common visual trope by focusing on the ‘before’, not the ‘after’.
Tom Munckton, Creative Director at Fold7Design, said the charity’s use of technology, data and partnerships, to stop trafficking before it starts, was an inspiration to the design team. “Prevention focused, intelligence-led became a brand idea that encompassed this. We are used to seeing arrows used in branding everywhere – having us reach for the skies or pushing us positively forwards. Here, instead, it speaks to the charity’s focus on prevention.”
Munckton said its quite arresting to turn it around and face backwards, re-focusing on the ‘before’, not the ‘after’. He pointed out the logo – its nestled into the word mark, unites illustrations, provides a canvas for important taglines, and acts as a container for partner brands. Moreover, its adaptable – becomes a useful graphic device for the identity.
Ruth Dearnley, CEO of STOP THE TRAFFIK, said a brand is so much more than a logo. “It has to capture character, share the story and build a sense of belonging. As we approach our 20th anniversary in 2025, Fold7Design has gifted us exactly what we needed.” Dearnley lauded the creative agency for listening, creating and delivering a solution that puts spotlight on STOP THE TRAFFIK’s work to prevent trafficking. “By focusing on the STOP ARROW pointing backwards, our brand will accelerate us all forward to predict, prevent and STOP THE TRAFFIK.”
The rebrand includes a sub-branding system for infographics and other elements, and a motion identity for digital roll out, which is being used in marketing and the Stop app.
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