Client: SHE is a not-for-profit organisation that provides specialist counselling services for women who are currently or have experienced family and domestic violence. 

Brief: Our task was to redesign the brand and associated identity system with the goal of building awareness of its service and of family and domestic violence. The tone of voice for the new brand was to be empowered, confidential and emotionally supportive.

Solution: The theme for the identity is 'a circle of trust'. Because of the sensitive nature of this issue, we used rounded shapes, subtle and soft typography and friendly warm colours to give the identity a down-to-earth, trustworthy and approachable personality.

Result: SHE is now a well established, reputable and important service. They have a number of counsellors working daily to provide free services to women in need.