cape
The International Centre for Missing and Exploited Children is a brand that does important work but has no brand recognition. When we were asked to rebrand ICMEC, we knew we had to make people aware of the resources they provide and help people take action. People want to help fight for causes they believe in but aren’t sure what they can do to actually make an impact. But with the right mentor, anyone can be a hero.
Manifesto
What does it mean to be a hero? Heroes stand against injustice to save the most vulnerable members of society: children. Predators lie in wait for an opportunity to exploit and endanger these children. Whenever a child is endangered, there are people fighting behind-the-scenes to save them. Everyone who plays a part in a child’s rescue becomes a hero.
Together, they're CAPE: Children's Advocates Protecting the Exploited.
LOGO
Our flag symbolizes the place where people can get resources and information that is key in the fight against child abduction and exploitation. It's what people can drape across their shoulders and fight with. It’s the guide for our heroes to lead them in the right direction to further help the cause.
Typography
COLOR PALETTE
CAPE GLOBAL
Child abduction and exploitation is a global problem that requires local ambassadors to lead education and awareness initiatives internationally.
CAPE’s global chapters allow trained leaders to convene CAPE-certified child heroes on social media and stay aware of the challenges faced at home and abroad.
CONTENT PILLARS
CAPE's content strategy will focus on three different pillars. Worldwide reach, tools and resources, and education. We created digestible content for people who want to learn more about the issue, and made it easy for everyone to access.