Branding
Poster
Change Trafficking
Project Overview:
The Brief
Unpacking Trafficking is a new charitable organisation that aims to support the hospitality industry in creating awareness around the global epidemic of human trafficking. The charity will support hotels and hostel in the training of their staff to recognise signs of human trafficking and to increase awareness i.e., how to spot and act on human trafficking.
The Problem:
Human trafficking often goes unnoticed in the hospitality industry due to a lack of staff awareness and training on how to spot and respond to the signs.
There has been many cases where human trafficking victims felt like the hotel didn’t do enough to help when they were trafficked and this is because of poor awareness about the issues going on inside hotels. Change trafficking aims to break the chain of trafficking in hotels, one sign at a time.
The Solution:
Unpacking Trafficking helps hospitality staff recognise the signs of human trafficking and take action.
Change Trafficking aims to educate hotel staff and the public to recognise signs of trafficking, raise awareness of its widespread presence, and provide a safe, discreet way to help victims escape danger, without relying on triggering imagery.
Branding:
Branding
A soft illustrative style was chosen for the charity’s visuals to make the message more accessible and less triggering to some individuals. The friendly colour palette helps create a safe space for people engaging with the content.
The metaphor of the chain throughout the identity represents the constraints and imprisonment of victims, and a broken chain symbolises their freedom. This metaphor also highlights how trafficking in hospitality can be identified by a chain of events, such as cash payments, followed by booking isolated rooms, followed by repeatedly displaying a “do not disturb” sign.
Posters:
Poster Design
The poster is designed to raise public awareness about the often-hidden crime of human trafficking and to help people recognise the warning signs, particularly within hotel settings. Key statistics are paired with a paper chain of silhouettes, visually representing the demographics most affected. The chain motif is used throughout the design to reinforce the idea that trafficking is often revealed through a chain of events.
Leaflet:
Leaflet Design
The informational leaflet is designed to be placed at hotel front desks and in guest rooms, raising awareness by helping visitors recognise the signs of human trafficking. Engaging visuals make the content easy to follow, while a QR code allows guests to download the app, enabling them to support the charity through donations or use the sign checker tool to assess and report suspicious activity to hotel staff.
App Design:
Spatial Communication:
Do Not Disturb
In hotels partnered with Change Trafficking, discreet “Do Not Disturb” signs have been designed to subtly reflect the chain motif, reinforcing the charity’s visual identity. The branding strategy avoids overt messaging about staff training, with the aim of deterring traffickers without alerting them. By maintaining subtlety, the initiative increases the chances of traffickers being reported and prosecuted, rather than simply choosing another hotel where staff may be less informed.