HAWK Design & Creative

OPPORTUNITY

Background

ACT Alberta is a provincial nonprofit and registered charity that provides direct front-line services to victims/survivors of human trafficking. They also work in collaboration with local, provincial, and national partners to identify and prevent human trafficking through outreach, research, and community coalitions. Since 2008, ACT has been the only charity in Alberta that provides front-line services inclusive of all forms of human trafficking, including both labour and sex trafficking.

Project overview

We collaborated with the ACT team on a full brand refresh, including a new logo and custom website.

APPROACH

Discovery and research

Before getting into design, we worked to fully understand the ACT brand story through stakeholder interviews, working to uncover the themes, patterns and opportunities for the ACT brand. This discovery process helped us to define opportunities, pain points and the key audience personas at the heart of ACT’s unique offering.

Brand model

Through meaningful conversation and engagement, we unpacked the themes central to the ACT brand. Ultimately, the new brand is representative of supporting survivors on their path to safety.This collaborative process helped nail down everything from brand values to key imagery. We dug into the brand purpose and experience, helping to define the style, tone of voice and key imagery at the core of the ACT brand brand.

Visual Identity

Everything in the ACT brand refresh is representative of what we unpacked through the brand model; from the logo to the colour choices, every element was chosen to help tell a complex and troubling story of human trafficking in Alberta.