• Transform magazine
  • June 22, 2024


Stop the Traffik rebrand points to charity’s human trafficking prevention credentials

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The global anti-human trafficking and modern slavery charity turned to London-based brand design studio Fold7Design to create a new identity which focuses on its prevention mission. The holistic new design system features the ‘Stop Arrow’, a branding device that the organisation hopes will act as its universal symbol.

Founded in 2005 as a coalition campaign to end human trafficking around the world, Stop the Traffik had since fallen under the radar. Fold7Design was tasked with crafting a new brand identity which could push the charity into the spotlight while reflecting its prevention and intelligence gathering efforts.

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Central to the redesign is the ‘Stop Arrow’ branding device. This aims to provide a memorable distinction to the cliched forward-facing arrow, thereby hinting at the charity’s prevention work.

By replacing its former branding device, the distressed handprint, the new one was designed to be more suggestive of Stop the Traffik’s modern, data-driven approach to work. The device is complemented by a sub-branding system, modernised typography, new colour palette and human-centric illustrations.


Tom Munckton, creative director at Fold7Design, says, Stop the Traffik’s work is almost entirely prevention focused – using technology, data and partnerships to provide the necessary steps to stop trafficking before it starts.

“‘Prevention focused, intelligence-led’ became a brand idea that encompassed this – creating a modern, approachable and importantly, flexible new visual identity that can clearly showcase each distinct strand of their important work.”