The new visual identity included a new logo set in all lowercase in a soft serif typeface that represents the quiet pride that Safenet and the wider group have in the work they do. The expanded colour palette, brand fonts, and wobbly illustrations all continue this theme of imperfect but stubborn pride in the incredible work that the company doesn't for its community.
The development of photography and illustration styles needed to be suitable for a sensitive and compassionate portrayal of survivors, and had simple rules so the library of assets could be expanded in the future by their in-house team.
Additionally, the project prioritised the redesign of the SafeNet website, ensuring a user experience that is tailored to its audiences, with storytelling elements and key resources for both survivors and professionals integrated into the digital experience.
A new identity for Safenet:
a domestic abuse service
The SafeNet visual identity project was undertaken to develop a comprehensive and cohesive visual identity for SafeNet, a vital service within the Calico Group, dedicated to supporting survivors of domestic abuse. With a deep understanding of SafeNet’s mission and its core audiences—including survivors, staff, and sector partners—the project aimed to create a visual identity that not only reflects SafeNet’s heritage but also resonates with its diverse audience.
With Safest being part of a wider group of companies- a key part of the new visual identity was the idea that it could flex in the future and be adpated across the wider group. With this in mind I developed a flexible colour palette that could be used differently for each service. We also wanted each service to have the same typographic word mark and combine it with a unique icon. For Safenet we created an abstract - and imperfect icon representing the very human offering that the service provides.
Safenet
BRANDING Graphic design Digital design
