B2B / Content creation / Corporate communications / Logo & brand design / Naming / Social media
Human trafficking is one of the world’s fastest-growing forms of organized crime. Hotels play a key role in noticing and reporting this hidden violation of human rights.
We worked with Accor Hotels to develop an identity for a program to help industry professionals better recognize human trafficking, and learn the steps they could take to combat it. The goal was to educate all frontline hotel staff to combat the problem—uniting the hospitality industry across different hotel chains.
The result was Unseen, a partnership with Covenant House Toronto, the Canadian Centre to End Human Trafficking, the Toronto Police Service, Hotelier magazine, Meeting Professionals Against Human Trafficking and the Greater Toronto Hotel Association.
We began by brainstorming a name that would quickly encapsulate the goals of the partnership: to recognize a crime that is often subtle and unseen. From there, we created a design system that could be implemented through various program materials, and helped create invitations, registration forms, presentations, email communications, event signage and social media posts.
The first event saw its message amplified greatly by media coverage in Hotelier magazine and Canadian Lodging News.