Organizations focused on preventing child exploitation often rely on shocking language and imagery to jolt people into action.PACT takes a different approach, prioritizing sensitivity and clarity around a deeply misunderstood issue. 

Our mission was to help the PACT team create a brand and messaging that helps transform avoidance and discomfort into action and understanding.

We began with interviews with some of the PACT team, their partners, and a member of their survivors council. These interviews deepened our understanding of this issue and inspired our guiding creative principles. 

Our new principles served as a foundation to build messaging and a design system that honors the weight and complexity of this issue, while centering a profound hope: one act of prevention at the right moment can change the entire course of a child’s life. We created a new photography library featuring children and teens at play or in the midst of day-to-day activities, their faces unseen, their identities protected: snapshots of a childhood free of trafficking and abuse. PACT’s new name aims to uphold the equity this incredible organization has built over its decades of service, honoring its ties to the larger International organization. Dropping its first two letters, it becomes an acronym now meaning Protect All Children from Trafficking. A name more apt for the organization’s evolution, while helping distinguish themselves from their international counterpart.

The PACT team stays busy, and every new program or campaign is honored with a new page. To help streamline the number of site pages and make it more sustainable to add new pages, we partnered with them to simplify their site architecture. We also built new page templates to ensure every new page is easy to find and fits into their new design system.