The safehope Rebrand
The Harvey County Domestic Violence and Sexual Assault Task Force rebranded to safehope when their service coverage area expanded to include Marion and McPherson counties. This non-profit organization provides outreach and advocacy services to victims of domestic and sexual violence and their families. They have been in operation for nearly three decades and are highly committed to their work.
With the rebrand we were tasked with creating a new name that was inclusive of a larger service area, and clearly communicated what the organization was about. After a long, late night, brainstorming session we focused the new name on what the organization offers, a place of safety and a hopeful new beginning, thus safehope. While he purple and teal colors were predetermined as part of the larger industry of domestic abuse awareness and prevention, we were able to create a new logo, overhaul the typography usage, and imagery direction.
The new logo included a tree, a sign of strength and shelter, and doves as a sign of peace and hope, and the themes of shelter, peace, and hope were carried on throughout the visual rebrand. We chose typography that was easy to read, making communications and messaging simple to digest, for anyone in crisis. While traditional images used in this industry show the often brutal results of assault and violence, we made sure to balance these with images that are soft, hopeful, and peaceful, especially on the website, and any materials advertising safehope’s services. For pieces soliciting donations or contributions to the organization, the more traditional images were used, to show what donors would be helping with.
