Shelter. Resilience. Renewal.
For decades, Alternatives for Battered Women (ABW) had provided such critical care to thousands, but with changing times came a realization that the organization’s name needed to do more. The center is one that protects—and gives hope to survivors. It serves women and men and children. Their services empower strength. So whatever the name became, it had to be one with as much purpose as the center itself.
Truth embarked on a pro bono strategic and creative rebranding exploration, and from 386 candidates, the name that emerged was Willow Domestic Violence Center.
An organic, deeply relevant metaphor, the willow tree echoes the needs of survivors. Tapping into the tree’s form and distinctive leaf shape, the new visual identity uses a subtle “W” to suggest both a strong trunk supporting radiating branches and people with open arms showing welcoming support. Purple, the recognized color of the DV cause, was a natural choice for the identity. A complementary accent of a fresh, willow-like light green adds positive, uplifting cues.
To extend their dramatic brand evolution, we helped Willow with website design, collateral, advertising, and a media launch held under the branches of local willows.
“You have captured the very essence of this pivotal moment—where we have been, where we need to go, and the challenges and opportunities we have along the way. It’s as if you’ve peered into ABW’s soul. :-)”
— Meaghan de Chateauvieux, Director of Development & Marketing, Willow
Hotline calls increased 8%
Willow Center had a 12% increase in services provide to men
Annual contributions increased 7% compared to prior year
Website traffic increased 12% YOY