New Jersey Coalition Against Human Trafficking unveils a new brand identity
With the new “facelift,” the nonprofit speaks directly to a younger generation
The New Jersey Coalition Against Human Trafficking (NJCAHT) unveils its new brand identity today with the launch of its new website, safernj.org. “Our new identity and messaging are designed to appeal to all residents of New Jersey, because everyone in the community has a role to play in stopping human trafficking,” said Kate Lee, Executive Director of the NJCAHT.
The President of the NJCAHT, Danny Papa, an educator by profession added: “We chose the design option that we felt would appeal most to younger people, because mobilizing kids and teens in schools and teaching them to recognize the signs of human trafficking is key to making our state safer long term.”
“The identity we created for the Coalition uses bold colors and simple shapes to create an elevated design, but one that’s approachable and universally understood,” said Shelley Batuyong, a senior design director at Thinkso, the NYC-based creative agency that donated the rebrand. “It uses sticker art language, the types of things that young people put on their laptop covers, and water bottles to encourage them to spread the important messages.”
With the new brand identity in place, NJCAHT hopes to raise awareness of the risks during the pandemic of increased online grooming of young people for exploitation and trafficking—especially during January's Human Trafficking Prevention Month. The NJCAHT Locker Slam! 2.0 program, a virtual sticker program that has evolved from the locker magnet program they have run in the past, is designed to empower youth and make them aware of predatory behavior online which may resemble someone reaching out in friendship but can end in exploitation.
NJCAHT received the free rebrand after applying to Give a Brand!, Thinkso’s annual pro bono initiative that gives small, underfunded nonprofits a complete rebranding worth more than $50,000. “Not only is it our way to give back to our community—which is so important to us—but it’s also a fast-paced, collaborative sprint that really challenges and reinvigorates our team. We get as much out of it as the nonprofit does,” commented Brett Traylor, one of Thinkso’s senior partners. The full project, which is done start to finish in less than six weeks and culminates in a “design sprint day,” is what the firm calls “extreme branding.”
As part of Give a Brand!, NJCAHT received a complete rebranding, including ready-to-use materials such as:
- Logotype and full brand identity
- Messaging strategy, including the new tagline, “Let’s create a safer state.”
- Fully rewritten, designed, and programmed website
- New URL safernj.org (previous URL was njhumantrafficking.org)
- Educational brochure and "Red Flags" postcard (Downloadable here)
- PowerPoint presentation with script
- Business cards and letterhead
- Banners for events
- Eblast templates
- T-shirt design and car magnets
- Social media assets
In addition to Thinkso, several other organizations sponsor Give a Brand! and provide support in the form of in-kind services for the winning nonprofit or monetary donations for the program. The 2020 Give a Brand! sponsors include:
- Surprise Highway, a website development firm based in Chicago
- Allied Printing, a printing company based in Manchester, Connecticut
- Premier NYC, a promotions company based in Manhattan
- Gotham Color, a large-format sign fabrication company based in Manhattan
- On-Ramps, an executive search firm for the social sector based in Manhattan
- Greenberg Freeman, a law firm based in Manhattan
“We wish to extend our sincere thanks to all of the Give a Brand! sponsors. Their generosity will help us reach more communities members with an accurate knowledge of human trafficking, in order to make New Jersey a safer state," commented Kate Lee.
About the New Jersey Coalition Against Human Trafficking
The New Jersey Coalition Against Human Trafficking (NJCAHT) is a fully volunteer-run organization that coordinates statewide community efforts to end sex and labor trafficking in New Jersey. Comprising 200 volunteers and more than 180 affiliates—including nonprofits, faith-based organizations, academics, law enforcement, and direct service providers—it works to empower communities with the knowledge of what human trafficking is, how to prevent it, and how to support those affected by it. NJCAHT organizes speaking events, outreach, and educational programs to inform people of all ages about the physical, psychological, and financial effects of human trafficking and forced labor—and how they can help prevent or end it.
Thinkso is a full-service creative agency based in Manhattan. The agency strategizes, writes, designs, and produces anything a brand touches. Thinkso's work includes brand strategy and identity, website design, advertising, events and environments design, and a wide array of other applications. They specialize in branding for B2B professional services, but also do significant work for large nonprofits, technology, medicine, athletics, higher education, and other sectors.