"A rebrand was a complex undertaking as it was hard to see how the breadth of our work could be captured in one visual representation. We needed the new visual identity to better reflect our work fighting for the rights of torture survivors both here in the UK and globally and to honour our human rights foundations, while not losing the warmth and compassion that is also at the heart of Freedom from Torture’s rehabilitation work. “We’re delighted with the new brand which we feel does exactly that, and we’re grateful to Door 22 for taking the time not only to fully understand the brief but also for meeting with torture survivors themselves to ensure the brand worked for them. We’re confident that it will enable us to expand our reach and impact, and continue to grow so we can help more survivors of torture rebuild their lives. Creating one identity to represent both the power of the fight for change and the ‘softer’ side of the charity’s rehabilitation work was the challenge facing the Door 22 Creative team."