OurChallenge
Gateway Domestic Violence Services, an organization that has provided a combination of shelter and comprehensive services to adults and children fleeing domestic violence for over 45 years, was operating under a name and brand that they no longer felt represented the current phase and future of the organization. Gateway partnered with Barefoot PR to create a brand that honors their history while embracing the diversity and strength of their community, and the discretion and safety they offer to their clients. Due to the sensitive nature of their work, our team was challenged with establishing brand recognition while maintaining privacy for those fleeing domestic violence.
After a thorough renaming and messaging process, we landed on Three Birds Alliance, a name representing the organization’s mission to help survivors of abuse move forward from the past, focus on the present and thrive in the future.
OurSolution
Barefoot PR’s strategy and design team collaborated with several members of Gateway through listening and learning sessions to refine our understanding of their goals, acknowledge our privileges and design with trauma-informed intention.
We researched cross-cultural semiotics, abstract elements, gender-neutral color palettes, local birds and icons that could represent keywords heard in listening and learning sessions like welcoming, peace, healing and time.
The new Three Birds Alliance brand incorporates three abstract birds flying toward the sun over the horizon, representing past, present and future. The color palette is inspired by the Colorado native Black-Billed Magpie. The primary dark blue is an evolution of the purple previously used in Gateway’s branding, preserving its warmth while offering a more gender-neutral palette.
To help with the rebranding process, we provided transition language and visual recommendations on how to apply the new brand to social media templates, brochures, letterheads and more. This rebrand allowed for a new and welcoming identity for their collateral, and a more accessible website to better serve their clients.
