ActionOhio is a battered women's shelter located in Columbus, Ohio. Like many non-profits, branding or visual aesthetic was at the bottom of the priority list for ActionOhio, which is why I decided to spend my semester creating a brand that helped the women, using these services, feel strong and confident as soon as they stepped through the door.
First, came the development of a new visual mark – something that would represent the company in a simple way. I researched the current "competitors'" marks to get a sense of the look that already existed; many marks for battered women's shelters included imagery of houses and women. Though I thought it important to keep the image of a woman in the new mark, I wanted to deviate from the typical house imagery. I experimented with nature imagery, feminine forms, and feminine lines.
domestic violence statistics in new brand guidelines book
top 6 visual mark sketchces
Ultimately, the final mark evolved into a silhouette of a woman surrounded by a flame to represent the inner fire and passion within all women.
The brand preview book reveals the new look for ActionOhio: energetic and empowering.
Domestic Violence Statistics
Introducing the major problem was important in order for viewers to understand ActionOhio's mission.
Making our Mark
The chosen font is bold and strong and can be used in a variety of settings. Colors are equally bold and are dark enough to allow text to be over laid.
Icons & Photography
The icons will be used to dictate which section of the organization information is coming from. They are soft so as not to appear harsh and can be used in the company colors.
Photographs are black and white with ActionOhio's colors over laid. Images are of women, or women and children looking positive and happy.
Using our Mark
The ActionOhio stationery is more serious than other elements of the brand because of the audience most likely to see it. Using only the dark purple, this stationery is sleek and put together to show potential donors that their money is going to the right place.
Gift Box & Folder
ActionOhio may send gifts to donors, or may need collateral such as this for new clients. Staying on brand is important even when considering small details like packaging.
The brand refresh of ActionOhio's digital applications involved the simplification of content. All of the information someone, seeking ActionOhio's services, may need is represented with the organization's icon system allowing even non-English speakers to look for resources.
Adding signage within the facility is a cost-effective way to spruce up ActionOhio's space. Labeling rooms will help the space feel more official and put together, while also providing welcoming and exciting imagery for clients.
Building & Vehicle
Though not an accurate depiction of the ActionOhio headquarters, this image shows what the graphics on their building and vehicle could look like after the brand refresh.
It is important for employees to look official without being unapproachable. A simple branded polo as well as a name tag adds a personal touch to ActionOhio.
Giveaways are important community and awareness- builders. While fun to create, it was important to consider the cost-effectiveness of the giveaways ActionOhio might consider.