safehope Rebrand
Renaming and rebranding a domestic violence advocacy organization to reflect an expanded mission of strength, shelter, and hope.
Client
safehope
Categories
Context
The Harvey County Domestic Violence and Sexual Assault Task Force expanded its service coverage area to include Marion and McPherson counties and needed a new name and identity to match. A nonprofit with nearly three decades of operation, deeply committed to their community and the people they serve.
The Challenge
Create a new name inclusive of a larger service area that clearly communicated the organization's mission alongside a full visual rebrand that felt hopeful, accessible, and warm rather than clinical or heavy.
What I Did
- Named the organization “safehope” built on the two things it offers: a place of safety and a hopeful new beginning.
- Developed a new logo featuring a tree (strength and shelter) and doves (peace and hope).
- Overhauled typography for maximum clarity and ease of reading for anyone in crisis.
- Developed imagery direction balancing difficult subject matter with soft, hopeful visuals on service-facing materials.
- Reserved more direct imagery selectively for donor-facing materials to show what contributions address.
The Results
- New brand identity successfully launched across all materials and channels.
- Identity guide delivered for ongoing brand governance.
- Visual system immediately adopted organization-wide.
★ A Note In The Margin
What I'd Do Differently
For the initial, post-rebrand, capital campaign, I would like to have leaned much further into the stories of the survivors who have made use of the safehope services. I was lucky enough to get to me several of them and have some great conversations with them. Their stories are powerful, and really drive home the impact of the service that safehope provides.
★ What's Next