Brief

The Kelowna Women’s Shelter (KWS) asked Touchpoint (then Madhouse Creative Kelowna) to update their brand and collateral materials. With a dated logo, and collateral materials from the 1980s, there was concern the brand representation was disconnected from the vibrant, warm and professional group providing shelter services to women and children in our community. Also, with increasing competition for volunteers and donations within the local non-profit community, KWS realized they needed to strengthen their presence in the community.
 

Approach

After gathering information from KWS Board Members, Management, Staff and those who had used the Shelter’s services, Touchpoint determined there was the need for the brand to incorporate more emotional touch points:

• a connection between the bleakness women living with abuse are feeling and the hope KWS’ services provide
• a cheerful, modern and progressive look
• connection to children, as the majority of women seeking help are doing so after having kids

The new brand needed to effectively connect and communicate with both its target audience of abused and battered women, as well as with potential volunteers and donors within Kelowna.
 
The new KWS logo uses a combination of grey and pink elements representing the reality of living with abuse and the hope KWS provides. The flower icon was introduced with child inspired artistry to create a connection to family and to provide something mothers could relate to. In the word shelter, “SHE” and “LTER” were isolated with different colours to put subtle emphasis on the female gender.
 
Touchpoint also developed a corporate identity package, with business cards and letterhead featuring a prominently displayed KWS phone number. This phone number was identified as the primary line of communication for women in crisis. An information brochure was produced for front-line responders and as a resource tool in doctors’ offices, information kiosks and at community informational events.
 
The advertising campaign connected directly with women in crisis using an image of a generic door and a typical welcome mat emblazoned with the message “Where the hell have you been?”. The campaign message, ‘Home shouldn’t hurt. No one deserves to come home to this. Break the cycle of abuse. Call…’ underlined the emotional strength.
 

Results

Since the new materials were introduced Kelowna Women’s Shelter has experienced an increase in inquiries and self-referrals, and overall staff feel the new materials and identity pieces are a good foundation to build from in securing KWS’ place in the community.