Crimestoppers believe everybody has the right to feel safe from crime, wherever they live. Their purpose is to give people the power to speak up to stop crime, 100% anonymously.
Crimestoppers is a heritage brand that has been delivering a vital service for many years, but is also an independent charity in need of support, which is why a rebrand was so essential.
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.
A brighter, more optimistic feel
The red has been retained to reflect Crimestoppers’ heritage, and a complementary purple means the palette avoids using black or ‘police’ blue. Secondary colours of teal and mustard create a more vibrant and energetic feel.