Fold7Design introduce an ownable ‘Stop Arrow’ as the centrepiece of Stop the Traffik’s brand

Stop the Traffik is a global charity dedicated to ending human trafficking by focusing on prevention and data-driven intelligence gathering. In a major visual overhaul, the organisation worked with the team at London-based design agency Fold7Design to reinvent its identity, culminating in an all-encompassing design system that is both distinctive and evocative of the organisation’s core mission. The new identity departs from the original distressed handprint symbol, introducing a backwards-pointing ‘Stop Arrow’ at the heart of its design system. This deliberate directionality is symbolic of the charity’s primary focus – the prevention of human trafficking ‘before’ it happens. An avatar sits in the middle of the arrow, a powerful reminder of the charity’s people-first ethos. Beyond the central symbol, the identity boasts a modern typographic voice, achieved through the primary typeface of Typeverything’s Bunch ExtraBold. “We were replacing Helvetica which, in this context, gave a slightly dark and default ‘secret service’ atmosphere,” explains Creative Director Tom Munckton. “We wanted to balance something unabashedly bold with a hint of human personality.” Meanwhile, the secondary typefaces, Google’s Manrope Regular and DM Mono, contrast the boldness of the wordmark and provide a technological edge. “Stop the Traffik has built tech-filled, data-powered analytics services that can find and monitor trafficking, and our ‘type mix’ was important to convey that tech feel rather than a more conventional charity ambience,” he continues. In addition to the brand aesthetics, Fold7Design paid particular attention to the technical aspects of the rebranding. The agency developed a robust system of infographics, user interface (UI) designs, motion graphics, and layout engine, all intending to achieve “a technical and trustworthy aesthetic.”