An empowering rebrand to end human trafficking

The New Jersey Coalition Against Human Trafficking unites the state’s communities to end human trafficking by organizing speaking events, outreach, educational programs, and policy advocacy. The nonprofit needed clear, compelling materials that better reflected their professionalism and welcoming spirit to help New Jersey residents of all ages make real change in their communities. We created their new brand identity, messaging strategy, fully functioning website, postcards, brochures, magnets and more — all free of charge as part of our annual pro bono project, Give a Brand! The result is a strong, uplifting brand that empowers people with knowledge about human trafficking, how to prevent it, and how to support those affected by it.

White and yellow NJ Coalition Against Human Trafficking logo against blue backdrop.

The logo, set in all caps and bold, embodies the strength of the Coalition and the urgency of its message and mission. Punctuated with a yellow “spotlight,” the circle represents a spotlight on human trafficking and a beacon for those who need resources or help.

Thinkso’s Amie Ruhe, Logan Webb, and Vanessa Arnone working on Give a Brand! over Zoom.

Unlike years past, when we were able to host the client in our office and gather information throughout the day, this year’s Give a Brand! was done entirely remotely due to the Covid-19 pandemic. Our writers, designers, and project managers used digital rooms instead of physical ones to workshop ideas and present to the client, all while we broadcast live to our Facebook page. It was a virtual success!

Brochure of key terms, statistics, and facts related to human trafficking—and how community members can get involved.
Brochure of key terms, statistics, and facts related to human trafficking—and how community members can get involved.

The educational brochure, “Creating a safer state together,” underscores the key terms, statistics, and facts related to human trafficking—and how community members can use NJCAHT as a resource for combatting the issue.

NJ Coalition Against Human Trafficking postcard of RED FLAGS warning that someone might be a victim of trafficking.

Using bold colors and symbols, the RED FLAGS postcard outlines the common signs that someone might be a victim of human trafficking as well as national resources anyone can use to call for help.

NJ Coalition Against Human Trafficking website homepage explaining the nonprofit’s work and how community members can get involved.

To help their content feel more accessible and professional, we streamlined NJCAHT’s website content by actions that people could take: learning about human trafficking, raising awareness, getting involved with the Coalition, and more.

PowerPoint slides outlining what human trafficking is, where it takes place in the world, and how to prevent it.
PowerPoint slides outlining what human trafficking is, where it takes place in the world, and how to prevent it.
PowerPoint slides outlining what human trafficking is, where it takes place in the world, and how to prevent it.
PowerPoint slides outlining what human trafficking is, where it takes place in the world, and how to prevent it.

We wrote and designed a PowerPoint deck for the Coalition to use at speaking engagements that highlights the latest research about what and where human trafficking is, as well as the latest work from the Coalition to end human trafficking in New Jersey.

A social media asset citing stats from NJ Coalition Against Human Trafficking.
A social media asset citing stats from NJ Coalition Against Human Trafficking.
A social media asset citing stats from NJ Coalition Against Human Trafficking.
A social media asset showing volunteers from NJ Coalition Against Human Trafficking.
A social media asset showing volunteers from NJ Coalition Against Human Trafficking.
A social media asset showing volunteers from NJ Coalition Against Human Trafficking.
A social media asset citing announcements from NJ Coalition Against Human Trafficking.
A social media asset citing announcements from NJ Coalition Against Human Trafficking.
A social media asset citing announcements from NJ Coalition Against Human Trafficking.

We created a suite of social media templates that could easily adapt to different types of content—including statistics, facts, quotes, and announcements—while still allowing NJCAHT to present itself and its work consistently on its Facebook, Instagram, Twitter, and LinkedIn channels.

Magnet on car bumper reads “Let’s create a safer state. Stop human trafficking. safernj.org”

We applied punchy, dynamic layouts to text to further connect with the Coalition's audience. This "sticker style"—shown on this eye-catching car magnet—added energy, elevated the messaging, and aligned with younger audiences already engulfed in the sticker culture.

Pull-up banner with NJ Coalition Against Human Trafficking branding reads “Let’s create a safer state. safernj.org”

The vibrant pull-up banner helps the Coalition stand out in an approachable way at community events and presentations to the general public, potential donors, trauma responders, and community leaders.

Person wearing NJ Coalition Against Human Trafficking t-shirt with NJ graphic and caption “Let’s create a safer state. safernj.org”

With pictograms and universal signage in mind, we designed a visual identity of simple geometric shapes the could emote, express urgency, and elicit response while still feeling approachable and widely accessible. The t-shirt combines the trapezoids from our geometric visual vocabulary to create a simple yet energetic graphic for audiences of all ages.

Pages of NJ Coalition Against Human Trafficking Brand Overview document outlining colors, pictograms, and other design rules.
Pages of NJ Coalition Against Human Trafficking Brand Overview document outlining colors, pictograms, and other design rules.
Pages of NJ Coalition Against Human Trafficking Brand Overview document outlining colors, pictograms, and other design rules.
Pages of NJ Coalition Against Human Trafficking Brand Overview document outlining colors, pictograms, and other design rules.

Finally, we created a Brand Overview document outlining the creative strategy and rules for the Coalition’s entire editorial and design system, so members can develop future materials with confidence.