What it had to solve
Bring the charity into the spotlight and convey its 'prevention focused, intelligence-led' approach to breaking trafficking chains at the start
How it works
The stop arrow works as logo, canvas and container across the wordmark (set in Bunch Extra Bold by Type Everything), grayscale photo-collage illustrations with faces smudged out, a sub-branding system for infographics, and a motion identity rolling out to the Stop reporting app.
What it did
The identity went live across marketing and the Stop app, which lets anyone report suspected trafficking from anywhere in the world; Fold7's creative campaign was set to follow later in 2024.
Background
Fold7Design rebranded human trafficking charity Stop the Traffik, replacing its hand-print logo and overhauling the entire visual identity ahead of the charity's 20th anniversary in 2025. The redesign reflects the organisation's focus on prevention — using technology, data and partnerships to stop trafficking before it starts — which creative director Tom Munckton distilled into the brand idea 'prevention focused, intelligence-led'.
The centrepiece is the 'stop arrow': the ubiquitous forward-pointing arrow of branding, turned backwards. Munckton called it arresting — re-focusing the identity on the 'before', not the 'after'. The arrow nests into the wordmark, unites illustrations, frames taglines and provides a container for partner brands, while alluding to the charity's data-driven approach.
Supporting the mark are Bunch Extra Bold typography, a vivid palette, and grayscale photographic collage illustrations with faces smudged out — a human-centred style that lets the charity tackle even the most sensitive subject matter distinctively. The system includes a sub-branding toolkit and a motion identity, deployed across marketing and the Stop app for reporting suspected trafficking.
Why it lands
The old hand-print logo no longer reflected a mission that had moved from aftermath to prevention
Flipping a universally recognised arrow communicates 'stop, before it starts' instantly and without words
Smudged-face collage treats victims with restraint while staying visually distinctive
An adaptable graphic system lets one device carry wordmark, infographics, partner lockups and app identity
What you can take
Reversing a symbol everyone knows costs nothing and says everything: the same arrow, pointed backwards, turns a safety sign into a prevention argument.
Since then
As of May 2024 the identity was rolling out across the charity's marketing and the Stop app, with a creative campaign from Fold7 planned to go live later that year.
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