wire
Women’s Information and Referral Exchange Inc.
About this project
Studio Morellon partnered with WIRE to create a new brand look and logo design that would reflect WIRE’s history (40 years long!!) and values.
This whole (re)brand is based upon their core principle of
intersectional feminism and
diversity.
🖋 This is visually translated with the choice of typeface: Roc Grotesk, which contains nine weights and five width, allowing for a different look in text layouts mirroring the diversity and complexity of intersectionality.
✏️ The handwritten W of the logo adds a touch of personalisation and connection, reflecting the brand's customised approach to each individual.
🎨 The colour palette has got a lot of rationale behind the choices: bold, warm, contrasting colours. Historically, purple was a colour that denoted justice and dignity, and now it is used to represent women, however to be diverse and include gender-diverse people, the complementation of a secondary colour palette was necessary! Yellow and orange are both colours connoting happiness and positivity. Orange being the signature colour of the
UN Women's "UNITE to End Violence against Women Campaign" as well as "Orange the World" aiming to increase awareness of the 16 Days of Activism against Gender-based Violence. As a bright and optimistic colour, orange represents a future free from violence against women and girls.
Laura did an exceptional work in helping WIRE refresh its brand.
Her understanding and alignment with our intersectional feminist values were evident in her approach. She worked closely with us and took the time to listen and understand what we were looking for.
Her genuine care and passion came across in every interaction. Her flexibility and punctuality further highlighted her professionalism, making the entire process seamless. What stood out the most was her excellent communication skills. She was very responsive, ensuring we were updated at every stage of the project.
Laura’s contribution to our organization has been invaluable. We are immensely grateful for her dedication and highly recommend her services to anyone seeking creative, passionate, and dedicated graphic design support.
Mahsa Hajjari, Development and Partnerships Manager
WIRE is also the only free generalist service in
Victoria inclusive of women, and gender diverse people from all backgrounds and experiences. They can help you with any issue you’re facing, including family violence, financial abuse, housing and more.
In WIRE's words:
"Our new colourful and asymmetrical design reflects WIRE’s core principle of intersectional feminism. While our appearance has changed, our commitment to supporting and providing information to
women and
gender-diverse people remains steadfast. This rebrand also highlights our ongoing efforts over the past two decades to understand the link between gender and economic
equity and to drive structural
change".
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Studio Morellon operates on the land of The Wurundjeri people of the Kulin nation.
Studio Morellon recognises the First Peoples across this land and their continuing connection to land, waters and culture, and pays respects to their Elders, past and present.