WIRE Brand Identity

After working closely with WIRE on many pieces of communications for the past few years, they engaged us to refresh their current brand. After discussions with internal and external stakeholders it was realised that
the way in which WIRE was being perceived in the market did not actively reflect their core values, or their business operations.

From these discussions we were able to re asses what is important to women, what they require in terms of support and how they reach out
for that support.

The key challenge in this project was due to the vast amount of topics
that WIRE cover with women, and the many different ways women communicate, it was difficult to succinctly explain what WIRE means
to it’s audience.

The first step in the brand strategy was to conduct focus groups with internal and external stakeholders to ensure our understanding of the WIRE was as comprehensive as possible. The strategy was then developed to give WIRE a clear foundation and vision for their brand.
It enabled all employees and volunteers at WIRE to become a cohesive
in they represent, based around the support services they provide to the women of Victoria and how they strive to continue that support.

The second stage was to ensure we create a brand identity that is consistent with the internal strategy for WIRE.

The concept was based on the idea that women go to WIRE when their lives may be in a tangle. The problem they are facing may not be clear but wire can help them to sort it out. This is evident in the design of the logo. The colour orange that was utilised is a positive, warm and inviting hue, that also has great standout among their competitors.

From here we then rolled out ideas of what their stationary, fact sheets and advertising may look like with the use of a personal handwritten font. This really gives WIRE a voice that we believe will connect with women.