A21 Campaign is a non-profit dedicated to ending human-trafficking in all its forms. After analyzing the organization’s current website, it was decided that a refresh was needed to develop a unique brand identity, emphasize the gravity of the issue, and visually craft a compelling narrative.
Tactile paper textures and hand-drawn brush strokes give the site a personal touch, complemented by potent, human-centered imagery. The GT Sectra family was chosen as the primary typeface for its sharp angles and calligraphic style, adding a layer of sophistication which counterbalances the more hand-done elements of the brand.
An audit of A21’s brand and website revealed that the current website is rather safe, with a corporate style that lacks the authenticity and engagement necessary for the organization. It was decided that a redesign was needed with a greater focus on educating the audience through visuals and storytelling.
The new site emphasizes humanity at every turn, using words and stories as a foundation, supported by subtle interactions along the way to make the experience feel sincere and tangible. Calls to action are succinct and purposeful, guiding users through the immersive journey.