CrimeStoppers
EMPOWERING COMMUNITY CHAMPIONS
Giving people the power to speak up to stop crime, with the confidence of 100% anonymity.
BRAND IDENTITY | BRAND STRATEGY | GUIDELINES
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To create a new brand and strategy to encourage the general public to confidently and safely report crime anonymously.
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CrimeStoppers is a UK based service offering an anonymous process for the public to report crime in their community.
However it is not widely known that they are an independent charity, with the consensus wrongly assuming it was linked to the police or government authorities. The previous brand identity was dated, authoritative and unapproachable.
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Following extensive audience research, a new brand strategy was created, resolving around the personality of a ‘community champion’. Accompanied by an identity that represents the collective power of those who want to speak up, support their neighbours and improve their community life.
Additionally, we were aware the brand had two audiences to reach. Those who need to feel safe reporting crime anonymously - ‘Stoppers’. And then those who fundraise to support, donate and keep the charity running - ‘Supporters’
CREDIT: Produced whilst working with The Team - Creative branding and communications consultants.
Redrawing the wordmark:
The outcome needed 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.
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.
For ‘Supporters’, the photography shows the brand’s empathetic ‘community’ side: people in everyday life, safe from crime, generously supporting the charity through fundraising and volunteering.
Wordmark crafting
The wordmark foundations are built upon a mixture of the fonts Montserrat and Montserrat Alternative, which were then individually customised.
BEHIND THE SCENES
