As a start-up organization, Refuge for Women was in need of branding. The primary audience included potential donors and volunteers, men and women ages 18-60 residing within 60 miles of Lexington, KY, likely with a spiritual background.
Overall layout in each piece is clean and simple, appealing to the widest audience. The visual identity guide is intended to be read on-screen, necessitating the horizontal layout. Purple was used as the primary brand color for its references to value, royalty, and wealth—all values the Refuge intends to instill in the women they help. A diamond was chosen to portray the same references as the color choices: value, royalty, and wealth.
The final identity system has a clean and streamlined design, appropriate for a professional organization. Each of the elements works together to create a cohesive brand and establish the identity of Refuge for Women.