YANA Family Violence Service
A new identity for feminist pioneers
- What we did
- Brand Communication
- Strategy
- Research
YANA, formerly known as Women's Liberation Halfway House (WLHH), is a pioneering feminist organisation dedicated to supporting victim-survivors of family violence. As Victoria’s first women’s refuge, YANA has a rich history rooted in activism and feminist principles.
We were engaged to guide YANA through a comprehensive rebranding process, which included a new name, brand identity, and digital presence that would honour their legacy while positioning them for the future.
The challenge: a modern rebrand for a historic organisation
With a new strategic plan in place, the team at WLHH was ready for this new chapter. The existing brand identity needed revitalisation, and the original name no longer reflected the modern, inclusive organisation they had become. They needed a bold, fresh identity that would enhance awareness and solidify their role in the family violence sector.
Our approach: balancing legacy with modernity
Our rebranding objectives included:
Honouring history: We needed to modernise YANA’s brand while respecting its legacy.
Ensuring accessibility: The new brand had to be clear, relatable, and accessible across cultural and linguistic barriers.
- Maintaining privacy: The rebrand needed to balance anonymity with a welcoming and supportive identity.
Brand research and strategy
We began with in-depth research, including audits of existing communications, competitor analysis, and best practices from related industries. This research uncovered opportunities for more effective communication with target audiences and informed potential directions for the brand story.
A strategy workshop with key stakeholders followed, where we discussed our research findings and brand strategy recommendations. This collaborative approach ensured the rebrand would reflect the diverse voices within the organisation while meeting broader business goals. We focused on developing the brand story, personality, audience personas, tone of voice, and a naming brief.
Naming: a new identity
The strategic vision for the rebrand was to create a name and identity that conveyed safety, support, and inclusivity. We generated a list of potential names, which was then refined through internal discussions and client feedback.
The name "YANA," standing for "You Are Not Alone," was chosen for its dual meaning as both a comforting human name and an empowering acronym. This name encapsulates the organisation’s mission in a way that is both modern and deeply resonant.
Brand identity development
With the brand strategy and name established, we developed initial concepts for the visual identity, including the logo, colour scheme, and typography. We then refined the most successful concept into a final iteration that perfectly aligned with YANA’s vision.
The bespoke wordmark for YANA features silhouettes of women within the letter "A"s, symbolising the centrality of women in the organisation’s work. The colour palette draws inspiration from suffragette colours, linking the new brand to its feminist roots while signalling a bold, forward-thinking approach.
To convey YANA’s commitment to inclusivity and diversity, we created a suite of graphic elements, including dynamic silhouettes and hand-drawn patterns inspired by the zine culture of past feminist movements. These elements bring energy and storytelling to YANA’s communications.
Web design and development: crafting a digital presence
After completing the brand identity, we conducted a digital strategy workshop to refine the website specification and content plan. We created a message architecture, reviewed the site map, and confirmed site functionality, building a clear and strategic brief for the website.
The content strategy focused on creating accessible, straightforward language that resonates with all users, regardless of their background.
The website, built on Squarespace, prioritises rich content and mobile-first design. Simple yet effective animations enhance user engagement, while the clean interface ensures ease of use and future updates by the YANA team.
Embracing the future
The shift from WLHH to YANA marks a significant moment in the organisation’s history, signalling a commitment to inclusivity, accessibility, and modernity. The new identity has been well-received by both internal stakeholders and the broader community, strengthening YANA’s position as a leader in the sector.
The new website, with its clear structure and engaging content, has enhanced YANA’s ability to communicate with its diverse audience. The brand’s approachable yet protective identity has made it easier for vulnerable individuals to seek support, knowing they are in a safe and welcoming space.
Working on a conference to celebrate the organisations 50 year anniversary the team at YANA have embraced the brand and are crafting new assets to build on the brand toolkit we handed over.
A thoughtful rebrand that drives impact
Our methodology was grounded in thorough research, stakeholder alignment, and strategic refinement. This process ensured that every element of the YANA brand—from the name to the visual identity to the website—was cohesive, impactful, and resonated deeply with the target audience.
The YANA project showcases the power of thoughtful, inclusive design in effecting meaningful change. Through a comprehensive rebranding process, we were able to transform a historic organisation’s identity while maintaining the essence of what makes it unique. The result is a brand that not only reflects YANA’s evolution but also empowers them to continue their vital work in supporting those affected by family violence.
Credits
Project team
Shane Loorham: Creative Direction, Brand Strategy, Brand Identity Design
Madeleine Baud: Brand Strategy, Illustration
Jackson Callanan: Project Management
Andrew Fiscalini: Animation
Olly Evans: Development