Brand Identity & Communications Kit, Leeds Women’s Aid
A brave new brand.
The challenge: 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.
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.
What we did:
What didn’t we do!?
Firstly looking at the key audiences and the types of services and campaigns Leeds Women’s Aid do, we defined a need to find positive ways to start conversations, help more women, raise more money through donations and increase awareness of domestic violence and abuse in Leeds.
Through creative workshops with the client, service users and partners we began to develop approaches to messaging. We surprised ourselves with how much content we were able to create.
Five approaches to campaign messaging were defined both as written templates and examples of how they could look. Each approach can be adapted to resonate with women from all walks of life.
Alongside this we began to pen ideas for a new strapline. The overarching statement ‘Every woman deserves’ was conceived. The statement can be closed with different endings, meaning it can be adapted to reinforce particular messages and campaigns.
Next came time to think visual and start sketching ideas for the new logo. Complete with 3 colour pairings, a simple and striking design creates the appearance of an organisation which is proud to care, to lead and to innovate.
With all that in place we were able to cohesivley craft a tool kit of on-brand resources. This included a system for typesetting, approaches to using typography and pictograms as illustrations and layout systems which empower the team at Leeds Women’s Aid to design their posters, flyers and social media images. Templates for printed stationery, email signatures and newsletters capped it all off.
We are excited to have provided a tangiable resource we’re sure Leeds Women’s Aid will be able to make use of for many years to come.
Even better: Saving the lives of women who are victims of domestic abuse