For decades, Alternatives for Battered Women (ABW) had provided critical support and services to thousands of abuse victims. But with changing times came a realization that the organization’s name needed to better represent the realities of domestic violence and those they served. 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 themes of shelter, resilience, and renewal. The colors and forms of new visual identity—including a subtle “W”—help signal the welcoming support the organization offers. 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.
These new bus sides are our first transit effort for Willow.
They are currently in rotation on Regional Transit System routes throughout Rochester.
Thanks RTS for making the spaces available.
“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