Recently I came across a brand showcase of LOVE146 – a rebranded Justice for Children International. The organization helps children and its aim is to stop child sex slavery and exploitation.

Below are my thoughts on the rebranding campaign.

Before

Obviously, I like the end product, otherwise I’d probably not talk about it. The organization is a great company that helps children, however their previous logo along with the identity seemed very odd taking the specifics into the account. The typography lacked systematization, the logo looked more like an MS Word clipart, use of Papyrus font on the business card pointed out the probable unprofessionalism.

After

Name

First the company was renamed to LOVE 146. The 146 stands for all of those children who are given only a number when are enslaved. The renaming is extremely successful simply because of the story and emotions behind the name. A too dry, official abbreviation of JFCI seemed more like an accountant company but not a saving lives organization.

Logo

How do you create a logo for a company with a huge thought behind their name? Simple – you go with the name and play along. The logo uses paint strokes, splatters etc. creating a dramatic logo. The story comes along with the name as the number 146 is highlighted red and put on a worn out shit of paper attached to something with a clasp-pin. A dramatic logo, can’t argue with that.

Brand Identity Items

The brand identity used can be divided into two sections. First one is where the logo only is used. The approach is rather conservative but nothing else is expected, as this is mostly used on stationery items only.

Another section of branding relies on using the identity font and decorative fonts alike. The high-pass and dramatic, in terms of the story, photos are used. The branding approach is to create the hand-made looks for the company, to make it more attractive and approachable.

Website

So many times we see that a website does not represent a company as much and sometimes the only thing that connects the two is the similar color schemes and the logo at the top. Love146 is different. Instead of coming up with boring adjectives describing the work put into the site, I’ll simply post some screenshots and make sure to visit love146.org. A very well done rebranding that touches and makes you think. Great job.

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