A Window Between Worlds | Brand Identity
A Window Between Worlds (AWBW) is a nonprofit organization dedicated to using art as a healing tool to transform individuals and communities impacted by violence and trauma. Since their founding in 1991, A Window Between Worlds’ arts programming has provided the creation of art as a tool for empowerment and healing to over 200,000 adults and children.
AWBW was redefining who they are as an organization - they created a new mission statement and tagline, and re-identified their target audiences. They needed a new logo and brand style guide to guide their internal marketing team.
See below for the process and design solution:
The biggest challenge was AWBW has expanded their audience now - including veterans and their families, the LGBTQIA community, sexual assault survivors, marginalized communities, survivors of child abuse, the incarcerated, homeless and men, women and children of all ages, races, ethnicities and sexual identities. With a wide target audience, it was hard to pinpoint where to start.
Through our team discussions, we decided to shift our focus to the core values of AWBW and the thread of keywords during our initial discussion with AWBW: clean, bold, versatile, simple, colorful, and transformative. We came to the conclusion that no matter the differences, everyone who comes to AWBW share a few things in common. All are (or know) survivors of traumatic events, have discovered and believe in the healing benefits of art, and share some form of AWBW's core values. We drilled down to what was most important to the brand and came up with these 3 pillars, "Art Unlocks: Safety, Healing, and Change."
Our team also researched on competitors/ the non-profit space, and color palettes that would resonate with AWBW’s various art programs. Inspired by the 3 pillars, we started sketching and worked on different versions of the logo.
We unveiled the new logo and style guide to AWBW at AIGA Design for Good Los Angeles. We also got to meet Audrey Salzberg, COO of AWBW, who was so excited to see the work we had done.
This whole experience was so inspiring for me. Not only did I had a chance to impact a local nonprofit organization, but I got to collaborate and learn from an amazing team of designers and strategists. I learned how much we can accomplish within a short timeframe if we communicate efficiently, dive deep into the issues and ask core questions early on.