- Branding ServedProject Featured On:Branding Served — 2/9/12
Laboratory to Combat Human Trafficking (LCHT) Re-Brand
- Laboratory to Combat Human Trafficking
The Laboratory to Combat Human Trafficking (LCHT) is an organization based out of Denver, Colorado that seeks to combat human trafficking at a local and global level through community-based research, training and education, leadership development and intentional collaboration.
After five years as a volunteer chapter and then a formal office of Polaris Project, operating as Polaris Project Colorado, LCHT formerly separated in February 2010 to become the Laboratory to Combat Human Trafficking, primarily to focus more intentionally on community-based research.
The following pieces are elements of their entire organizational re-brand, from a website to promotional videos.
- Brand Coaching
Given that so many anti-trafficking organizations exist, both nationally and internationally, it was important to create a brand that stood out, which meant that everything from the name to the colors had to be entirely unique in an incredibly saturated human rights arena.
To do this, weeks of brand coaching walked the staff and Board of Directors through the development of their identity, focusing highly on the ideas expressed in Good to Great in the Social Sectors, by Jim Collins.
After weeks of this process, the group decided on the "Laboratory to Combat Human Trafficking." Why the "Laboratory"? As their website now states:
"Ours is not a laboratory of beakers and burners, but rather a laboratory for the exchange of thoughts, ideas and research. While our approach to combating trafficking is strategic, our experiments are occasionally messy and...hopelessly human. But as inevitable as missteps and setbacks are in this work, we believe real social change is just around the corner."
- Logo Creation
- Final Concept Build Out:
- Final Logo (Black and Color):
- Brand Standards
An initial set of brand standards for the organization.
- Brand Application
The concept for LCHT's brand emerged as a "re-imagining" of early abolitionist propaganda pieces, specifically posters. While LCHT does not identify as an "abolitionist" organization within the movement, we felt these posters provided the perfect historical context to "reclaim" these types of materials. These old posters also employ heavy use of fonts as graphic elements, several different styles & families of fonts, and little to no images. Because LCHT aims to be non-sensationalist, text as graphics keep the imagery at minimum, where it strays away from any shocking imagery or a single image or person as being representative of a trafficking victim or survivor. This reasoning and framework also lent itself well to heavy reliance on infographics, which were later fleshed out more fully in the website and other collateral.
A 30+ page original website was developed as the main site by which LCHT would communicate and promote its work, interact with its stakeholders and create a dialogue with its audience. The full site can be viewed at: combathumantrafficking.org.
Copywriting (in collaboration w/ the LCHT staff)
Web Development By:
Scripting / Copywriting
Denver High Def
- Infographics & Data Visualization
Full image can be viewed here: LCHT's History
- Stickers and Buttons
- Colorado Project Posters
An additional micro-site for LCHT's collaborative research project, the Colorado Project, was built and can be seen here. Other promotional pieces, such as this poster, serve to build off of the branding of LCHT and to promote this national study of promising practices of anti-human trafficking efforts happening around the U.S.
- This project was recently showcased on Branding Served, a site which features top work in categories such as identity, branding, and logo design. Served is a collection of sites that showcase category specific content from Behance, the world’s leading platform for creative professionals across all industries. The Served curation team chooses projects that move creativity forward in their respective industries.