About Safe Passage
Safe Passage is an agency in Coeur d'Alene Idaho established in 1977 that serves survivors of domestic abuse and sexual assault. The organization provides for children and adults affected by violence in North Idaho and education outreaches to prevent violence.
Their mission is to create a community free from violence.
Materials presented on this page are under SafePassage and Like Media Inc. ownership. Materials presented are under copyright.
Design Journey
EXPLORING
REDESIGNING
RESEARCHING
USER TESTING
DESIGNING
REFINING
RESEARCHING
IMPLEMENTING
Website Vision
The website vision was quite simple. The clients needed a redesign of their old website. It was clear that their previous website was not only outdated but also needed a branding refresh. There were many instances where the way color was applied tended to clash with the content due to poor contrast. There was also a lack of unity in the messaging, keywords, and phrases throughout the website.
This website design takes the organization's brand and gives it a fresh appearance, staying true to the brand's identity and allowing its message to be direct and communicated freely.
Design
When getting started with the website branding, I wanted to establish a shape language that complimented the brand logo.
I decided to use circular imagery and curved shapes throughout the website. The circular shapes match the appearance of their logo and evoke friendliness.
The curved shapes also portray movement. As the name implies, Safe Passage is like a path you can walk on where you do not fear what is outside the path. It's a way of moving forward without the threat of violence.
Addressing the colors, I wanted the brand teal and purple to complement each other by using them together in backgrounds and components or the same contextual application, ie teal used in the header and purple in the subheader. I needed their connection to portray harmony.
As I continued to convene with the client on multiple occasions, we settled on the main message of the brand, the phrase being "create a community free from violence." We settled on the keywords community, outreach, abuse, and education. We even chose Lucy as the mascot.
With messaging settled and the design unified, Safe Passage got its fresh new look that would inspire survivors across North Idaho.
