WORKHAVEN

Logo Design | Style Guide | Strategy | Website Design and Development | Copywriting | Business Cards

BRIEF:

WorkHaven is an organisation that implements domestic and family violence (DFV) programs in workplaces to create a culture of zero tolerance towards DFV. WorkHaven’s programs equip victims with the skills to transition out of the DFV environment, and ensure they are receiving adequate support at work.

Focused Marketing was tasked with implementing a complete brand refresh including a style guide and new website.

Solution:

The brand needed to reflect the sensitive nature of their work whilst asserting Workhaven’s expertise and professionalism in the field. DFV can affect anyone, so it was critical that the brand did not make any particular individual or workplace feel excluded. It needed to exude warmth and support bolstered by expertise, data and experience.

A new colour palette was developed featuring bold colours to represent strength and survival, accented by soft, pastel colours to highlight WorkHaven’s caring, sensitive nature. The fonts and logos chosen featured soft, rounded elements to promote feelings of community and support. Each design element was selected with the brand’s mission in mind.

OUTCOME:

We delivered a new website guided by the newly developed brand. The colour palette gives the website a striking first impression without being too loud or confronting. The website features images of the shoes of different types of workers including high heels, steel-cap boots, dress shoes, hospital shoes and the like. These images were selected to demonstrate the importance of implementing DFV policies across all types of workplace; regardless of industry. The use of feet exclusive of faces or other defining features meant that no specific type of individual is not represented in the imagery.

The fresh, clean look and feel of the website delivers WorkHaven’s professionalism and expertise, accented by the soft pastels, gentle typography and rounded brand elements to bring through feelings of warmth and inclusiveness.