‘Each year women’s charities receive 75% less funding than charities for animals.’
Presented with this unnerving statistic during our design brief meeting with the Head of Fundraising at Leeds Women’s Aid we were driven to want to help right some wrongs.
Leeds Women’s Aid is an independent charity, formed in 1972, providing services to women and children affected by Domestic Violence and Abuse. The previous way in which Leeds Women’s Aid communicated who they are, what they do and why, needed more clarity and differentiation to avoid confusion with other similar organisations.
We felt in tune with their core beliefs and recently updated brand values:
· All women and children should live in safety, free from abuse and fear
· Every woman and child has a voice and should be empowered, inspired and listened to
· Women centred support is powerful and improves the lives of women, men and children
Tasked with creating a new visual identity, strapline and approaches to messaging we needed to consider the organisations brand values and resonate with all its audiences.
In this article, we take a look at our approach to transforming the logo design.