Capturing hearts. Inspiring action.

From insight to identity.

After gathering our intel, we conducted a competitive analysis of Amnesty International’s legacy marketing materials against those of other organizations. Then, we dug even deeper into Amnesty’s brand, facilitating a Discovery Workshop with key stakeholders and interviewing current Amnesty supporters. Those findings culminated in the birth of Amnesty International’s new brand for the kind of donor who would leave a gift in their will – now known as a…

Human Rights Guardian — an aspirational name that legacy donors could “wear” as a badge of honour.

Print and digital ads, along with a brochure and web banner bring to life all the strategy, messaging and design. We have also created the Human Rights Guardian Welcome Kit to thank these donors for choosing the fight for justice as their indelible legacy.

The ST Discovery process was essential to creating our Human Rights Guardian legacy giving program from the ground up. The research and analysis of our donors’ impressions and attitudes, as well as insights gleaned from studying similar organizations as ours, gave us a breadth of understanding that we couldn’t have achieved on our own. Our donors tell us that the Human Rights Guardian brand resonates with them and it is something they are proud to be a part of. We can’t think of a better endorsement than that.Janet Park, Former Manager, Leadership Giving & Legacies


Making an emotional connection between the donor, your cause and the people you help.


It starts with listening to you. You, and what challenges you, drives the strategy that inspires everything that comes next.

Direct Marketing

Bringing brands to life and generating results driven by techniques that are proven to motivate response and change behaviour, regardless of channel.