The Project
After nearly five decades supporting victims of family violence, Battered Women’s Trust wanted to evolve their brand identity and name to be more reflective of where the organisation as it stands today and to further solidify their commitment to providing a safer future for those affected by family violence.
The Scoop
We led an extensive Brand Strategy Workshop and brand positioning exercise with members of BWT and their Board. Through this collaborative process, we developed a clear, forward-thinking direction for the organisation, with the goal of modernising their brand while staying true to their core mission of advocating for and supporting women in need.
As a result, we helped them rebrand with a new name—SHE: Support, Heal, Empower. The new name captures the essence of what the refuge stands for—a place of support, healing, and empowerment for those who have been harmed by the people who are supposed to love and protect them. We also crafted a fresh visual identity that aligns with their mission, the women they serve today, and their future-focused approach to addressing family violence.
“We wanted a name that not only honours our legacy but also represents the future we envision for our clients,” Lesley Williams, Chief Executive Officer of SHE. “SHE stands for all that we do and all that we believe in.”
We are incredibly honoured to have played a role in helping SHE evolve its brand, creating a fresh identity that continues to champion solutions for the ongoing challenge of family violence in Aotearoa and the rebrand marks the beginning of a new chapter, but the refuge’s commitment to its community remains as strong as ever.
