Partners for Women and Justice, is a not-for-profit organisation empowers low-income victims 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 ‘Actions & Words' pro bono program, our New York and London teams 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. As part of this research we spoke with the victims of domestic violence to hear the real life stories of how Partners for Women and Justice had changed their and their families lives through providing legal assistance in the courts.
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 (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 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 emphasize the transformation that could be achieved by seeking help from Partners.
With an escalation of domestic violence caused by the global pandemic, Partners’ new brand could not be better timed. It's here to show that there is a positive path ahead, even in the darkest hour.
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. Find out how you can support Partners.