Staffordshire Women's Aid
We’ve worked with Staffordshire Women's Aid for many years. The charity has provided services since 1976, regardless of sex, age, ethnicity, sexuality, disability, religion or class. It helps to put people in safe and secure spaces if they are experiencing domestic or sexual assault. A key part of its work also involves raising awareness of inequality and its impact on communities.
Challenge
Women's Aid's identity should, therefore, connect with people directly, ensuring they feel their voice is being heard. But the existing brand and messaging weren't quite right. The tone of voice used wasn't personal or diverse enough. Staffordshire Women's Aid turned to us as their trusted, long-term brand partners. We believe in giving back to our local community, so it was our privilege to help them to refresh their image.
Solution
We aimed to appeal to a more diverse audience and to convey a more one-to-one personal tone. We started by refreshing the logo, giving it a cleaner, more defined feel, and we changed the strapline to 'Helping You Find Your Voice'. This strapline was much more personal than the old one 'Together against domestic violence since 1976'. We then refreshed all the marketing literature using new, more realistic imagery and gave the website a more inclusive feel.
Results
As part of the brand development, we changed the messaging to a more individual tone, using first-person messages such as 'you' and 'we'. We also created new sub-brands for the service areas, making them easier to find. Our last task was to design an image for the charity's latest fundraiser, Challenge 45 Fundraiser, to celebrate their 45th birthday. Throughout the project, we aimed to create subtle changes, which we hoped would make a huge difference. We think we succeeded!
