Traffic goes to prison for One branding
Birmingham-based Traffic has designed the brand identity and promotional material for ONE service.


The scheme, to be piloted in Peterborough Prison, has been set up to help break the cycle of re-offending amongst short term prisoners upon release. The pilot will see 3,000 prisoners, sentenced to less than 12 months, receive intensive interventions from specialist providers to make up for a gap in the support currently available.


The scheme is funded by investment raised through a Social Impact Bond. Social Finance, a London-based social investment organisation, pioneered this new model of raising external investment to pay for services. The services are delivered by a number of social sector providers with a proven track record, the services are united under the brand “One”.
Financial returns to investors are funded by the Ministry of Justice and the Big Lottery Fund and are based on a reduction in re-offending rates. If this reduction is not achieved, then investors will receive no recompense.


Traffic was appointed without a pitch on the basis of its credentials and previous work in the social sector.

 Jason Church, design director at Traffic said: “The first step for us was to spend time at the prison. By talking to the prisoners we were able to understand their concerns. We were also able to familiarise ourselves with the environment where the messages would be seen. As a result we have developed a logo device that links up to a number of 'what if' scenarios, which emerged from our conversations with prisoners.”
Low literacy levels and restriction on format and material added to the design challenge overall.