Transform Trade

Transform Trade is a global community of farmers, workers, collectives, campaigners, donors and supporters working together for trade that values people over profit.

We partnered on

A full rebrand including naming, strategy and visual identity.

Visual Brand includes

  • Logo and logomark

  • Brand guidelines

  • Social media assets

  • Illustrations

  • Iconography

  • Graphic devices

  • Colour

  • Typography

  • Stationery

  • Conference banners

  • Graphic packs

Verbal Brand includes

  • Naming

  • Strapline

  • Positioning statement

  • Purpose

  • Values

  • Tone of voice

  • Comms

THE CHALLENGE

Traidcraft Exchange, a charity established in 1986, undertook a bold strategic shift toward participatory grant-making and away from traditional aid models. With that came the need for a new name and brand that aligned with their values of justice, equity, and global collaboration.

THE SOLUTION

We worked closely with team members, stakeholders and supporters over the course of a year to guide them through a full rebrand. This included naming, strategy, positioning, and visual identity. The new name — Transform Trade — puts purpose at the heart of the brand, supported by the strapline ‘So everybody benefits.’

The visual identity is confident yet restrained, with a modular logomark that forms the foundation of the brand system. A muted colour palette, paired with clean typography and structured layouts, allows the focus to remain on the voices and stories of those most affected by injustice in trade. The result is a unified, recognisable brand framework that supports campaigning, fundraising and community-building across all platforms.

Jon McNaughton, Head of Policy & Campaigns at Transform Trade says:

‘Your guidance and creativity has helped us take a step into the future. Our new brand is an excellent platform for change.’

Our team

Elizabeth Elcoate - Visual Design Lead & Brand Strategist

Mike Williams from Civic - Project Lead, Brand Strategist, Writer