ICMEC
The International Centre for Missing & Exploited Children is a global nonprofit that has combat child sexual exploitation, child pornography, and child abduction since the 90s. They haven’t updated their brand identity since then.
Before
The Problem
Despite a 20 year history, ICMEC is virtually unknown to the general public and has almost no name recognition, no broad supporter base, and very minimal public influence.
Brand Truth
Although all organizations are helping improve the landscape of the world for children, ICMEC stands out for their specialized international approach.
Cultural Truth
The hardest part of a difficult conversation is starting it.
Child sexual abuse and exploitation is a heavy subject that people are reluctant to talk about in most settings, making it a hard message to spread.
The Dark
Child trafficking, abduction, and exploitation are issues that live in the dark corners of the physical and online world. These shadowy places feel far and away from reach when it comes to the life we know and live in. But the reality is that these tragedies occur out of sight but within reach of our neighborhoods and communities. Most abductions occur within a quarter mile of the victim’s home, approximately two blocks away. Despite the short distance, as individuals, we tend to feel limited in means and proximity when it comes to protecting our children.
The Light
One light is not enough to illuminate the dark distance between home and danger, much less light up an entire industry of darkness. But together as a global community we can cover the space between safe havens. This is our mission, to identify and fill the gaps in the global community's ability to protect children from abduction, sexual abuse, and exploitation – not as a sole solution, but as a collaborative effort made possible by our 29 countries in our global community and partnered organizations.
Unseen
We want to call attention to the physically missing children we can no longer see, as well as the child exploitation that largely happens behind closed doors.
Alliance
Our strength lies in our assembly of collaborators, and is an entry point for volunteers and donors to join and participate.
A beam of light stemming from "Alliance" and shining on the "Unseen."
A modern look that evokes a minimalistic and approachable brand.
Colors that stand out from logos in this category while keeping a professional look.
We used statistics to illustrate the shocking reality of child abductions in a
compelling, interactive way.
Photochromic materials and paints allow for surfaces to change in color when exposed to ultraviolet waves. In this case some of the squares will fade away and goes missing the darker it gets.
Every 40 seconds one of these squares will disappear to revel the message. Once all the squares are gone the squares will reappear.
