Partners for Women and Justice
Partners is a nonprofit organisation based in New Jersey, USA, that provides free legal services to low-income survivors of domestic violence and sexual abuse. Through their work, they empower their clients to build safe and secure futures for themselves and their children by providing equal access to justice.
It’s a truly inspiring team of professionals who combine an unparalleled compassion for their clients with legal expertise in domestic violence and family law. Partners was in need of a brand that reflects their strengths and the value they bring to the people they work with. A challenge we took on as part of our pro bono community project in 2020 and 2021.
We started our process by speaking with stakeholders from across the organisation, including the survivors of domestic violence and sexual abuse, volunteer attorneys, client advocates, fundraising specialists and the trustees.
The invaluable insight gleaned from this research laid the foundation for their new brand, starting with a shortening of their name to ‘Partners’ as the organisation now offers legal services to all genders. We also developed a brand tagline (transforming lives through justice) and positioning that would work in both English and Spanish, plus strategic messaging – emerge safer, emerge braver, emerge stronger – all crafted to give the survivors of domestic violence hope that there is a brighter future ahead.
The visual aspect of the brand was brought to life with a new, confident and iconic logo. The strong curve of the P reflects partnership, perspective and protection, and the organisation’s ability to turn people’s lives around: from trauma to transformation, emerging stronger and safer.
This confident, inspiring and progressive identity reflects the fantastic legal support the organisation provides and the amazing advocates who work with the survivors of domestic violence. The brand is also perfectly positioned to attract new volunteer pro-bono lawyers who will gain an unparalleled experience by obtaining invaluable in-court legal experience.
We are very proud of our association with Partners and continue to support them in their mission to build safe and secure futures for some of society’s most vulnerable people.