On the Crimestoppers website reporting a crime just wasn’t as easy as it should be, and the site was in need of improvement. And there was a bigger problem. Who is Crimestoppers?
Crimestoppers was suffering from a big issue with its brand - it wasn’t immediately obvious that it was a charity. It was easy to assume it was an extension of the police. If that was the case, how many people were too afraid to speak up? How much crime went unreported? How many lives were being ruined?
Pull helped re-position Crimestoppers with a new look and feel for the brand reflecting a revised brand identity and key messages designed to place Crimestoppers away for its perceived associations with the police.