CrimeStoppers.
GIVING PEOPLE THE POWER TO SPEAK UP TO STOP CRIME, 100% ANONYMOUSLY
Crimestoppers is a UK based service which offers an anonymous process for the public to report crime in their community.
Produced whilst working with The Team - Creative branding and communications consultants.
The Brief
Not many people realise it is an independent charity, with the public wrongly assuming it was linked to the police or government run. The previous brand identity was authoritative, unapproachable and dated.
The fly-on-the-wall style photography features people in real environments and situations, cropping out the faces of ‘Stoppers’ for anonymity, and is integrated with imagery suggestive imagery that hints to a criminal offence. The forensic style has been carefully chosen to provoke intrigue, not fear.
Approach
Following extensive audience research, a new brand strategy resolving around the personality of a ‘community champion’ . An identity that represents the power of those who want to speak up, support their neighbours and improve the community they live.
Additionally, we were aware the brand had two sides, with two audiences. Thos who need to feel safe reporting crime anonymously - ‘Stoppers’. And then those who fundraise to keep the charity running - ‘Supporters’
The fly-on-the-wall style photography features people in real environments and situations, cropping out the faces of ‘Stoppers’ for anonymity, and is integrated with imagery suggestive imagery that hints to a criminal offence. The forensic style has been carefully chosen to provoke intrigue, not fear.
Old Logo
New Logo
Solution
Needs to be friendly and fit for a digital age as more incident reporting moves from phone calls to online.
The new brand provides the right platform to better engage supporters both in the public and commercial arenas. Whilst ensuring they are still seen as a safe and reliable service to report criminal activity confidently.
Behind the scenes:
Wordmark crafting and exploration workshop
The wordmark foundations are built upon a mixture of the fonts Montserrat and Montserrat Alternative, which were then individually customised.