The Facts, Unfortunately:
For 40 years, Pennsylvania’s nonprofit, Berks Women in Crisis has been saving lives. Berks Women in Crisis has been fighting the good fight to end domestic violence and sexual assault. Starting out at a local YWCA in the 1970s, twelve dedicated women, known as the “founding mothers,” met to plan what would become Berks Women in Crisis.
Through the yeas, the scope of their lifesaving work has grown tremendously, providing a safe haven and ongoing support for victims. Their innovative advocacy and education programs increase awareness and promote the prevention of domestic violence, sexual assault and all forms of oppression.
Berks Women in Crisis needed to stand out as a positive force within the community. In order to more fully understand the community’s perception of Berks Women in Crisis, the agency engaged CrossRoads to conduct an in-depth strategic insight analysis. CrossRoads interviewed management, board members, employees, residents and key members of the community.
What became clear:
- “Women” and “Crisis” were limiting the messaging outreach.
- There was a split identity because many people referred to the organization as BWIC.
- There was a perception that Berks Women in Crisis only provided assistance to women and girls, when in fact, they also provide services to men and boys.
- There is a need for everyone to feel “Safe”. Safe became the anchor for the Safe Berks re-brand.
In order to clarify and focus Safe Berks, the organization implemented a powerful and succinct essence statement “Educate. Advocate. End Abuse.” with the emphasis on “End Abuse”.
New Brand Identity | Original Logo