The women’s advocacy center
The Women’s Advocacy Center (TWAC) is a religious social service entity that helps women escape abusive relationships in East Shelby County. TWAC provides women with childcare, counseling, legal services, and other social services to empower themselves to escape trauma cycles whether it be familiarly or romantically.
PROBLEM & SOLUTION
In this project, TWAC had a clunky website that needed to have a set style and message. This is where the brand guide came into play. Much of what needed to be told were things related to the legalities that come with providing safety to women. Things like website safety buttons and CC0 pictures had to be explained so marketing professionals know that it is all to protect their clients’ lives.
Once the legalities were done, it was all creative. From fonts, colors, and the existing logo, I worked with the founder to develop what they wanted their brand to be for their audience. That brand was one of safety, joy, and empathy. That is why pastels and irregular shapes were used to create a looser, more welcoming tone.
TOPPING IT OFF
TWAC wanted a brochure that they could hand out to clinics, therapists, and victims. I made sure to have their mission on the cover so the reader can get an immediate sense of who they are. I used the back of the bi-fold to include their information, most of all, their address and phone number in case a woman needed to find them.
For TWAC, this was what they needed the most in terms of collateral. They finally had something they could give victims of abuse that they could hide from their abuser. Once they have this in their hands, they now know that there is a light at the end of the tunnel.