Creating an identity and presence that would represent the critical work the charity does in educating the UK frontline workforce.
OVERVIEW
Addressing Domestic Abuse (ADA) is a community interest company providing bespoke support to social housing providers and associated supply chains to identify and respond to domestic abuse.
Run by Dr Kelly Henderson, one of the leading figures in the space, ADA provides several key services for organisations and policymakers.
This includes regulatory compliance planning, policy development and training for organisations who who have front line people going into homes, teaching them how to understand the signs of all forms of domestic abuse.
ADA advocates for victims of domestic abuse in all its forms, whether physical, sexual, coercive control or financial abuse.
Their role is to influence policymakers and social housing leaders as well as train frontline workers to identify the signs of domestic abuse.
Addressing Domestic Abuse was a new entity that had to establish itself in the marketplace, despite the high profile status of its owner and the gravitas of its associates and board members.
From the outset, us marketing and ADA sought to establish a brand that would speak to and remain memorable amongst multiple different target markets.
Then the work had to get underway with advocacy marketing campaigns using digital and conventional outreach programmes.
Working collaboratively with ADA team members and the organisation’s board members, a branding workshop was undertaken to articulate what ADA was and wasn’t. This helped articulate the key proposition, tone of voice and how the organisation should be perceived to the world it operates.
These outputs informed the creation of the combined elements of the visual identity, coming together to shape how a person feels about the ADA brand when they see it. Comprising core elements of the logo, colour system and font, it requires an intricate and disciplined approach to their use.
The starting point was the letter A because it is dominant in the acronym. Also, they are the two most words – the pillars, ABUSE (reason) | ADDRESSING (purpose).
From there a brand guide was created that informs all channels and material from the website and social to presentation decks and e-learning. Offline promotional includes banners, leaflets and cards.
Dr Kelly Henderson
Founder
The support and guidance provided by us marketing was exceptional. They took time to understand what we were about, meaning they gave considered advice. They provided us with supportive challenge in developing our proposition meaning we always felt we were in safe hands. As a company, their professionalism and values driven approach has meant I have recommended them to many others and will continue to do so
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