London-based design studio Fold7Design has developed a dynamic visual identity for the first-ever Freedom Games, a groundbreaking movement launched to unite businesses and individuals worldwide in the fight against modern slavery. The initiative, commissioned by global anti-trafficking charity STOP THE TRAFFIK in partnership with Justice & Care, aims to mobilize collective action through a summer-long series of fundraising challenges that address a crisis affecting millions of people globally.
The Freedom Games represents an innovative approach to combating human trafficking by transforming collective action into measurable real-world impact. The organization's primary mission focuses on dismantling trafficking networks while providing crucial support to survivors. Fold7Design was tasked with creating a visual system that could effectively motivate widespread participation, work seamlessly across diverse events, and simultaneously convey both urgency and optimism in addressing this critical humanitarian issue.
The creative team at Fold7Design drew inspiration from the visual language of sports, building their entire design concept around the Games' powerful tagline: "Freedom is the finish line." This approach captures the energy of athletic competition, the clarity of track markings, and the compelling sense of movement toward a meaningful goal. The resulting identity embodies the spirit of determination and collective achievement that drives the anti-trafficking movement.
Central to the design framework is a flexible system inspired by sporting demarcation lines, which serve as the backbone of the entire visual identity. These graphic elements function in multiple ways throughout the branding materials - they separate competing team names, radiate outward from key messages, and frame participant photography. The versatile design language allows for consistent application across various media while maintaining visual impact and recognition.
The beating heart of the identity is a motion-driven wordmark specifically designed to behave "like a victor punching the air." This dynamic element was created to bring a powerful sense of triumph and collective achievement to the brand's visual signature. The wordmark reinforces the message that victory against human trafficking is achievable through unified effort and sustained commitment.
Complementing the core identity system, Fold7Design developed a comprehensive suite of 3D icons representing the diverse range of activities that participants can undertake. While the icon set includes nods to traditional sporting events such as running, rock climbing, and team games, it also embraces more unconventional challenges including baking contests, poetry slams, and other creative activities. This inclusive approach gives teams the flexibility to shape their own unique contributions while maintaining brand consistency.
The underlying message that Fold7Design sought to communicate through the identity is that participation is open to everyone, regardless of geographical location, age, or athletic ability. Each challenge is presented as a meaningful opportunity to raise funds for STOP THE TRAFFIK and Justice & Care's critical work, which encompasses preventing exploitation, supporting survivors, and driving policy changes that make trafficking harder to commit and easier to prosecute.
STOP THE TRAFFIK's CEO Rebekah Lisgarten expressed strong satisfaction with the results, stating: "We needed an identity that would captivate our global network, galvanize participation and embody our goal: FreedomIsTheFinishLine. Fold7Design stepped up to the challenge. With this energetic visual identity, the team helped us underscore the urgency and collective action. And it worked."
Balancing urgency with optimism was central to Fold7Design's strategic approach to the project. Executive Creative Director Tom Munckton explained the creative rationale: "We wanted to create a brand that could capture the collective and motivational capacity of an ambitious movement, and a visual language that could land corporate sign-ups while inspiring unique contests." By incorporating elements from sports and games, the team successfully created a brand that feels active, inclusive, and celebratory while serving as an effective rallying point for people united by their shared commitment to fighting human trafficking.
This project builds upon Fold7Design's existing relationship with STOP THE TRAFFIK, which began with significant work in 2024. During that year, the studio delivered a comprehensive rebrand for the charity, completely overhauling its visual identity to better reflect its prevention-focused mission. That earlier project established the foundation for a flexible brand language capable of spanning from serious, data-driven reports to high-energy fundraising events like the Freedom Games.
The Freedom Games also represents another important chapter in the ongoing collaboration between STOP THE TRAFFIK and Justice & Care. Both organizations operate on the frontlines of anti-trafficking work, dedicating their efforts to helping survivors rebuild their lives while partnering with police departments, government agencies, and communities to disrupt exploitation before it occurs. Through the Freedom Games, these organizations hope to significantly expand their reach and impact in the global fight against modern slavery.
