Unify and Magnify
The Rape Crisis Centre was established over 20 years ago by women devoted to fighting against sexual violence at a time when talking about it was even less acceptable than it is now. Their main focus was, and remained, on interpersonal communication with women who come forward to seek help. As with many non-profit organisations that rely on donations and volunteers, most of the Centre’s resources go to immediate relief with some activities in the education and business sectors.
Our challenge was to create a clear and inclusive message to convey the Centre’s agenda, and design the right tools for use by the staff to help differentiate and magnify how the different audiences are addressed.
Hope - A strong Collective with a Clear Agenda
We designed an identity and establishing a tone of voice that offers hope and support. For example, the logo is made out of two figures representing empowerment, dialogue and comprehension. Its shape is made open, soft and round to inspire hope and suggest continuity as it rises.
We also changed the Centre’s message to one of inclusion and positive impact by replacing the old slogan “you are not alone” with the new “we are with you”. We also copyedited and created content for all written materials to coincide with the new tone of voice.
Fight - Personification of the Truth
We created two campaigns for raising awareness and promoting public dialogue about sexual violence and calling for action to fight against it. One campaign addresses the male gender spectrum and uses infographics to highlight the reality of sexual violence being everyone's problem. The other campaign aims to identify sexual violence in the public sphere and calls out against abuse of power by portraying celebrities who are convicted sexual offenders, alongside a list of all charges against them.
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