A brand to encourage women and girls to seek support.

1.4 million women and girls in the UK experienced domestic abuse in the UK last year. But domestic abuse is a largely hidden crime and women often don’t report or disclose it.

Newcastle Women’s Aid are there to support women and girls in Newcastle experiencing domestic abuse. Established in 1975, the service will soon be 50. We were appointed to work with their team to refresh their identity and raise awareness of this incredible organisation so they can help more women and girls across the city.

In our discovery session we found that often women don’t realise what they are experiencing is abuse, this could prohibit them from looking for support. Domestic abuse is not always physical, it comes in so many forms including financial, coercive and emotional abuse.

We were humbled by the team, hearing why they will always be there for women and girls. They work with some of the strongest of women – they told us, walking through our door could be a scary and emotional prospect because women and girls don’t know what to expect. People are sharing their most personal experiences with us. Newcastle Women’s Aid are here to help women find the confidence and the right language to speak out.

We learnt so much from the team, and it was this idea of speaking out that underpinned the creative direction. ‘Helping you find your voice’ became the strapline, communicating the change that women and girls can make in their lives with the support of Newcastle Women’s Aid. We established a new purpose, values and powerful mantra all written by MTW copy.

The visual identity builds on this, taking the NWA shapes and organically joining them together to create an amplified symbol. The symbol is representative of women and girls’ voices becoming stronger and louder with the support of Newcastle Women’s Aid. The gradient within the symbol suggests change and transition.

The campaign ‘No more excuses’ brings voices to the fore, building on the identity and using quotes from people who have experienced domestic abuse. The campaign is running across digital, in stream radio and public transport to connect with women and girls in Newcastle. On a community level posters and leaflets have been distributed across the city. We also scoped and designed a new website launched early January to correlate with the campaign.

The radio ad aims to address the worry women and girls might feel about approaching Newcastle Women’s Aid for support and focuses on the positive and very often light hearted atmosphere of a support session, despite the severity of the topic. Something we learnt from the team throughout the project.

It’s been such an experience working with Newcastle Women’s Aid. To see them move into their new home in Hadrian House in December 2023 signals what a resilient and positive team they are, ready for the next phase of their journey but always there for women and girls in Newcastle.