/ Verdella

Creating a safe, empowering digital brand to support recovery after domestic and family violence.

Brand Name & Strategy

Brand Identity Design

Graphic Design

Website Design & Development

Visual Brand Guidelines

Challenge

Creating a brand and platform that is safe, accessible and instills confidence for those with lived experience.

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Verdella was established as a new, government-funded program to support people recovering after domestic and family violence (DFV). The brand needed to be built from the ground up, balancing sensitivity and empowerment while remaining professional, credible and scalable.

The digital platform also required careful consideration of safety, accessibility and user experience, ensuring people could engage privately and confidently with online resources and learning materials.

Laptop with Verdella's website displayed on it

Solution

Focused Marketing led a collaborative brand discovery and naming process, grounded in lived-experience insight and trauma-informed practice. The name Verdella was developed from the French root vert, symbolising growth, renewal and flourishing, a concept that became central to the brand narrative.

We designed a complete visual identity and brand guidelines, supported by inclusive photography and custom iconography. A WordPress website was built and integrated with an external learning management system, incorporating safety features such as quick exit functionality and private browsing guidance.

Results

Verdella launched with a clear, compassionate and confident brand that communicates hope without diminishing the seriousness of its purpose. The website now provides a safe, accessible online home for recovery programs and resources, supporting participants on their journey to rebuild and thrive.

The project strengthened Focused Marketing’s ongoing partnership with WorkHaven and reinforced Verdella’s credibility within the DFV sector.