New Starts for Women is a Women's Shelter located in Red Lake, Ontario. NSWS provides a safe, secure shelter for women and their children who have experienced violence.
"Our Mission is to provide a safe place for women who have experienced violence, where we can provide the opportunity to live free from violence in a safe, supportive and confidential space."
NSWS wanted a complete overhaul of their brand with focus on a new logo and website. New Start's original brand identity and online presence were outdated, cluttered and did not appropriately reflect the organization's values and character. New Starts needed a welcoming identity that empowered their clients and connected with the shelter's compassionate values.
New Starts wanted to highlight the idea of strength and growth within their brand. It was also important for them to incorporate imagery of a woman while still being inclusive of all ages, backgrounds, identities, genders and ethnicities.
By incorporating their original brand colour along with softer more muted tones, the new brand connects the shelter's past and present. Integrating a silhouette with natural imagery mimics the change of the seasons, evoking resilience and hope looking towards the future.
New Starts for Women needed to create a more welcoming, user-friendly online presence that better reflected the organization's mission.
New Starts for Women has a large amount of information online that when not organized effectively, left visitors confused and overwhelmed. This made it difficult for clients, investors and board members to find critical information.
The website redesign transformed New Start's online presence into a clean, modern platform with intuitive navigation and a professional look and feel. The website was restructured for easy navigation, with a focus on accessibility. This allows visitors to quickly find services and resources as well as a large, static "leave site now" button for quick access.
It was important for the new design to feature a warm, approachable colour palette and positive imagery to further accentuate the shelter's welcoming personality. The end result is a cohesive brand that enhances both the shelter's visibility and community engagement. The improved structure and visual identity now reflect the shelter's mission of compassion and empowerment, vastly improving user experience and engagement.