The YWCA of Annapolis & Anne Arundel County focuses on helping change the lives of women and children affected by domestic violence and sexual assault through a safe house shelter, counseling, legal representation and advocacy.
CHALLENGE: As with all charities, the YWCA was hit hard with the recession. When we started, they didn’t have any consistent collateral. Other than the national logo, there was no visual brand for the organization. Domestic violence is a very heavy topic that many people would rather not think about. Also, the client’s stories are confidential so we needed to find a way to tell their stories.
SOLUTION: Rather than focusing on the negative and sad stories of the clients before coming to the YW; we focus on the positive results. We also try to make this relatable to all people because domestic violence happens to all types of women by writing the story: Imagine. We show compelling stories of the amazing work that the staff and volunteers do to help dreams come true.
RESULTS: With a consistent look and message, we helped the YWCA boost awareness and support of their incredibly important mission: helping women and children in times of crisis.
This project received a Merit Award for branding from Graphis and is featured in their 2015 Design Annual.