Alabaster Jar Project
creating a brand worthy of their impact
Alabaster Jar Project empowers survivors of human trafficking and sexual exploitation by providing long-term housing and restorative services with an emphasis on peer leadership.
The work they do is amazing. But their existing visual brand didn't match the level of impact they have in their community.
Nate Alcorn
Board Director, Alabaster Jar Project
brand strategy
Alabaster Jar Project has been serving survivors of human trafficking for over 10 years. With an 89% success rate, our goal was to elevate the existing look and feel to be worthy of the impact they were making.
While we needed to convey the ugly reality and urgency of the human trafficking problem in San Diego, we wanted the brand to lean on the joy, beauty, and empowerment that is possible on the other side — creating a sense of hope and transformation.
With the big picture goal of broadening donor reach and encouraging local volunteers to get involved - establishing trust was essential. The AJP team is an expert and authority in the field — so we had to make sure this was presented in the language and visuals we created.
visual identity
Working closely with the Alabaster Jar team, we explored various concepts and iterations before arriving at a custom logo that resonated with them. We focused on simplicity, flexibility, and strength, ensuring the design effectively conveyed the essence of the name. Our hope is that this logo will become an instantly recognizable symbol of the incredible impact AJP has on the community.
visual language
After finalizing the moodboards, we focused on creating a fresh visual language for the brand. We established a color palette that was warm and approachable yet strong. For typography, we chose font families known for balance and legibility (we also made sure they were free and accessible to the team).
Given the importance of privacy for the women served by AJP, we relied on stock photography, carefully selecting high-quality images that conveyed a positive, empowering, and hopeful message. We developed versatile textures and patterns to add visual interest and support creative expression across various platforms.
video shoot & post production
Building on the strong foundation of survivor testimonial videos AJP already had, we decided to create a video focusing on the experiences of the volunteers at AJP. Our goal was to encourage the local community to get involved in this important work.
We coordinated a one-day studio shoot and interviewed six volunteers, highlighting the emotional connections and personal fulfillment they gain from their involvement. From nearly three hours of interview footage, we edited the content into a two-minute call to action to get involved. We were also able to capture AJP's program director's perspective on their holistic approach, showcasing what makes AJP's programs unique and successful.
During our strategy sessions, we decided to lean into the idea that human trafficking is a community problem. Therefore it takes a community to heal it. We also emphasized the positive impact volunteering can have on the volunteers themselves.
copywriting & content strategy
With over 20 years of experience helping organizations in the human trafficking field, our copywriter crafted a brand voice that is compassionate, empowering, and deeply rooted in community and hope. Our aim was not to shy away from the harsh realities of human trafficking, but to use them as a springboard to highlight the hope and joy that can be found in recovery and transformation.
Nate Alcorn
Board Director, Alabaster Jar Project
information architecture
Creating the information architecture for the new website involved streamlining and clarifying the existing content into a clear and logical hierarchy that reads and flows like a cohesive story — making it easy for visitors to get the information they need. A good user experience builds trust!
Written and visual sitemaps lead to wireframes for all the pages (blueprints before you build the house). We developed nearly 30 pages of content to comprehensively cover all the necessary elements, aiming for a smooth and engaging user experience.
website design & development
We applied our new visual language to our wireframes, ensuring consistency and coherence throughout the site's design. We integrated motion graphics to enhance the storytelling experience, making the narrative more visually interesting.
The final product was a fully functional and visually cohesive website that we could hand off to the client, allowing them to easily manage and update it independently.
digital marketing
This is still a work in progress. We're leveraging a Google Grant to connect with new audiences and grow the Alabaster Jar Project's donor base.
Nate Alcorn
Board Director, Alabaster Jar Project
We'd love to work on more world changing projects like this.
These types of projects are a collaborative effort between our team, the nonprofit and our donors. The more funding we have, the more we can focus on bringing these types of projects to life. Here is a summary of the hours spent / cost of working the Alabaster Jar Project project.