challenge
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.
approach
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.