Domestic Violence Intervention Services - Case Study - Saxum

WorkDomestic Violence Intervention Services

Overview

Domestic Violence Intervention Services (DVIS) a Tulsa Area United Way agency, is the only nonprofit agency in Tulsa, Oklahoma, and the surrounding communities to provide comprehensive intervention and prevention services to men, women and children affected by domestic and sexual violence. The DVIS mission is to rebuild lives affected by domestic violence and sexual assault through advocacy, shelter, counseling and education.

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The Challenge

DVIS used the same logo and branding for more than the past decade. Although, DVIS holds much brand equity in the Tulsa community, the outdated brand was coming to a point of no longer serving its purpose of bringing awareness to the incredible and much needed services they provide. As we all know, time changes everything and when DVIS approached us, they felt as if the organization was past due for a fresh look. Their former branding included one color, purple, which is in fact the color that nationally represents domestic violence awareness. However, many people didn’t make the connection and the overload of purple became a bit overwhelming and dated. DVIS leadership felt the organization desperately needed a new look that would communicate peace, calmness and most of all, hope.

Also, the former, full name of DVIS was “DVIS/Call Rape” and oftentimes people would misunderstand the full range of services the organization provides or feel too intimidated to seek out the help they really needed.

The Strategy

Saxum was honored to select such an outstanding organization as DVIS as one of their Step Up grant recipients. DVIS requested Saxum’s services for a complete rebranding, including evaluating their name and developing a new logo. To begin the rebranding process, Saxum held an in-depth branding session with three company representatives, where it focused on persona models, brand personality, goals and purposes of the organization. After discussing new name possibilities, DVIS decided to keep a portion of the original name due to the brand equity of the name in the community, but drop “Call Rape”. The new branding would include the full name and explanation, “Domestic Violence Intervention Services”, so that their services are very clear to all current clients, potential clients, community leaders and board members.

From there, we began the logo development process and presented DVIS with three rounds of logo concept options. After much careful consideration, a welcoming logo featuring calming and peaceful shades of blue and green was selected.

We then developed the first style guide for the new brand of DVIS, providing guidelines and tips for how to best utilize the new logos and fonts. To continue the implementation of DVIS’ new and exciting brand, Saxum designed a stationary kit for the organization including business cards customizable for each employee, two versions of letterhead and general note cards, both with coordinating envelopes aligned with the brand. Next, Saxum revamped the organization’s brochure materials for all five of their categories of services to make them align with the new branding.

The Results

Domestic Violence Intervention Services launched a “DVIS Reveal” campaign on social media to build excitement around announcing the new look and feel. Many community partners participated in the logo reveal by sharing the logo on their own social media channels. DVIS updated their website design to further showcase its new identity, prominently featuring the new logo and identity.

The logo appears in its various forms on the DVIS social media channels—Facebook, Twitter and Instagram. It is also used on all marketing materials, including brochures, programs, business cards, letterhead, stationary notes, and more.

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