Brand By Boudica

FREEFROM

Ending gender-based violence

WHAT WE DID TOGETHER

Brand strategy

Brand guidelines

Brand voice

Brand application and materials

Messaging and copywriting

Website design and build

Brand consultancy

Subbrands

Events

Reports

Ending Gender-Based Violence:
That is FreeFrom’s objective.
Founded by Sonya Passi in 2016, FreeFrom is a national survivor-led organisation on a mission to build a world free from gender-based violence.

A world where everyone is free to live to their full potential. The impact of the organisation has grown to include individual support through entrepreneurship opportunities and savings funds; to private sector policy work; to state and federal level policy work; to narrative shifts in storytelling and documentaries.

FreeFrom had long outgrown its brand, message and position and needed an identity and voice that truly reflected this powerful organisation, what it had achieved, and its big, audacious goal for the future.

Working closely with Sonya and her leadership team, we worked very closely to refine and reposition FreeFrom’s visual and verbal identity, its ‘how’ and give it a container big enough for continued growth.

THE CHALLENGE

Shifting the narrative

FreeFrom’s work sits at the intersection of economic freedom, gender-based violence and policy change – centred around survivors. It’s heavy work that deals with pressing and disturbing issues, and yet the culture of the organisation, its vision and its approach is steeped in joy, optimism and hope. It was important for the founder that this hope, and communicating that there IS a solution and there IS life after abuse, overrode the heaviness of the issue.

THE CHALLENGE

Shifting the narrative

THE STRATEGY

Uncovering the secret sauce

We interviewed members of the board, founding team members and key leadership to unearth the core positioning and what makes this organisation so special. What shone through was the organisation’s strategy and approach in tackling this issue – a multifaceted strategy that encompasses all stakeholders: from the individual survivor to the community, the movement, to the private sector and the role of employers, to policy making at the state and federal level. Everyone has a role to play. This, matched with their belief that this issue CAN be solved, became the pivotal positioning for the brand.

THE STRATEGY

Uncovering the secret sauce

THE IDENTITY

Survivor-centred

Once we had clarity on the positioning and brand story, combined with the approach of centring the survivor, we were able to bring that to life in the identity: a diverse, hopeful and welcoming palette to represent all stakeholders; and using the pill/dot mechanic that represents the survivor and the survivor’s journey. The dot can be used in crops, singular, as an aperture, a holding device, many ways, whilst the pill can be short or elongated to hold content, imagery or highlight elements. The identity is versatile, joyful without being whimsical, and balances with strong, bold typography and statements that ground the identity in the boldness of the vision and impact of the work. Balancing the narrative came through with choice of fonts, too, with a serif font being paired with a clean, sans serif typeface. The overall effect is one that’s multifaceted, yet cohesive, where every stakeholder can see themselves, and the survivor identifies with being on a journey.

THE IDENTITY

Survivor-centred

THE IMPACT

A brand identity ready for growth

Sonya’s vision for FreeFrom showed up at every stage of this process; she was able to see the story and visuals coming together in a way that felt authentic, powerful and aligned. This was a very collaborative process that challenged her own perceptions of what was possible for this organisation, and we worked closely together to build a brand that was ready for growth, that honoured its story so far, but with clear sights on the future. There was not one detail, word or image that wasn’t scrutinised, discussed or designed – everything co-created with the strategy in mind. It was a joy to work with this organisation that provides a place and platform to amplify the voices of survivors of gender-based violence in a compassionate and hopeful way.