Modern slavery meets its match.
Freedom Games is a growing movement bringing businesses and individuals across sectors to take on challenges, raise funds and stand together against modern slavery.
Seeking an uplifting identity to inspire participation, we looked to capture the optimistic spirit of competition, observing the identities and iconography from the world of Sports and Games.
Turning the brand line “Freedom is the finish line” into a brand idea – using sports track markings to build a flexible and expressive system. It powers all communication; from dividing the canvas into distinct sides of competition, to forming radial bursts of team celebration.
A motion logomark is the centrepoint, an expressive wordmark that jumps upward as if punching the air.
Ensuring the event wasn’t thought of as purely sport related, we created a series of motion 3D icons to highlight a broad range of contests that could be entered into. A baking battle or Chess challenges – all equally inclusive in the Freedom Games.
"We needed an identity that would captivate our global network, galvanize participation, and embody our goal: #FreedomIsTheFinishLine. Fold7Design stepped up to the challenge. Through a bold, purposeful visual identity - they helped us underscore the urgency and collective action. And it worked."
— Rebekah Lisgarten, CEO (Stop the Traffik)
