A safe place for all visitors.
Sanctuary is New York’s leader in the fight against domestic violence and related forms of gender violence. When we were called upon to revamp their brand and relaunch their site, we set out to to advance the organization’s mission while carefully appreciating the sensitivity of their cause.
Sanctuary’s logo had been around for over 10 years and several board members we interviewed admitted to not knowing what it represented. The new visual identity modernized the illustration of a sprout, utilized confident fonts and introduced a brighter, more energetic color palette.
Moving on to the website, we designed engaging pages framed by moving imagery and site navigation that contracts on larger screens as users scroll. Though their fundraising platform had proven a challenge, we rewired functionality to create donate forms, event registrations and volunteer sign-ups that matched the vibrancy of Sanctuary’s new brand.
The site was well-positioned to activate Sanctuary’s donors and supporters, but we remained focused on a key audience segment: victims of domestic violence. For their safety, we introduced an escape button at the top right of every page. If an abuser comes into range, victims can click the button to swiftly exit the site without causing suspicion. And to show victims the light at the end of the tunnel, we featured incredible stories of survival.
Working closely with Sanctuary, we developed vehicles that did justice to the organization’s leadership role and invited their audience to take action.