Justice and Care – The Smithy Creative
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Justice and Care

Justice and Care is a charity working around the world helping to rescue victims of slavery and to bring the perpetrators to justice. The Smithy Creative was asked to work on their complete rebrand following the appointment of a new CEO.

Brand workshops and interviews with staff, both in the UK and overseas, revealed one big difference to other anti-trafficking charities – their ‘networks’. By bringing together specialists, Justice and Care work collaboratively to prevent slavery, to release and care for victims, to uncover and dismantle criminal networks and spark systemic change.

This idea of network and collaboration is expressed throughout the visual identity, beginning with the nodes and highlighted ampersand within the logo. These nodes were then enlarged to contain facts, figures and a suite of iconography.

The project included development of a Brand book including information on messaging, tone-of-voice, colours, typography and photography. A suite of fundraising material has also been developed, along with a new website and email templates.

“The process used was robust, inclusive and detailed. We are already seeing the impact in terms of the income we are generating.”

Jamie Fyleman, Director
Justice and Care