Partners: A new braver, stronger, empowered brand

Partners. A new braver, stronger, empowered brand

22 June 2021

We are thrilled to announce the launch of a vibrant and confident new brand for Partners for Women and Justice (Partners) created by our teams in New York and London.

This incredible not-for-profit organisation empowers low-income survivors of domestic violence to build safe and secure futures for themselves and their children by providing equal access to high quality legal assistance for women, men and members of the LGBTQ+ community in New Jersey.

As part of our ongoing pro bono program, our team volunteered their time and talent with the aim of creating a new brand that would transform Partners’ perception and allow them to continue to give hope and support to some of society’s most vulnerable people.

Approaching this project like any of our commercial assignments, we conducted a thorough discovery phase that got to the heart of the organisation from the outside looking in.

This resulted in a shortening of their name to ‘Partners’ as the organisation now offers legal services to all genders. We also developed a brand tagline and positioning that would work in both English and Spanish, plus strategic messaging (emerge braver, stronger, empowered) 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 positive theme was further enhanced with eye-catching and impactful imagery of each of the target audiences, treated with an offset double colour treatment to further emphasise the transformation that could be achieved by seeking help from Partners.

This pro bono project has resulted in a dynamic and progressive new brand that reflects the fantastic work that Partners does and the amazing people who work there. Find out more about our work for Partners.

If you would like to know more about how we can transform your brand, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.


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