A digital
first
design studio

Hope For Justice

Disciplines
  • Brand Strategy
  • Brand Identity
  • Art direction
  • Copywriting

Hope for Justice is a global non-profit organisation which aims to end human trafficking and modern slavery.

Hope For Justice (HFJ) has the bold ambition to lead the global movement against slavery. Quite simply, this charity exists to bring an end to modern slavery by preventing exploitation, rescuing victims, restoring lives and reforming society. We were asked to position HFJ as the most powerful voice in this global movement – creating a brand identity which amplified this voice and acted as a catalyst for growth across corporate partnerships and fundraising.

Create a symbol of hope

This brief was based around evolution rather than revolution – building on many legacy factors, as well as creating a friendly, modern and bold brand identity. The work had to appeal to all demographics, be considerate of cultural differences and acknowledge different attitudes to charities around the world. From a pure design perspective, we also knew everything must be digitally-friendly and agile across multiple platforms – even clothing.

The entire design project is encapsulated in our new logo marque which captures the shapes of a human raising their arms in celebration and a bird’s wings symbolising freedom. Together, these embody HFJ’s goal to change lives by ending slavery!

End Slavery. Change lives.

The new identity is an emblem of the brand's purpose - the simple ownable logo marque is faithful to the original brand while universally symbolising freedom but also capturing the brands' energy, determination and direction towards its cause. The new marque is a modern take on the swallow, the animal behind the brand story, and provides a bold, dynamic and powerful statement of intent.