Adding human emotion and empathy
Crimestoppers’ new brand identity tells stories through photography featuring people in everyday environments. This fly-on-the-wall style, crops out the faces of ‘Stoppers’ for anonymity, and is integrated with imagery that is suggestive of a crime. A 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 situations, safe from crime, wherever they live.