Naomi’s House
Naomi’s House was founded upon the conviction that every woman who has been exploited through commercial sex is worthy of freedom, healing, and a fresh start. Through a robust and comprehensive set of programs, Naomi’s House has been helping exploited women throughout Chicagoland since 2017.
When they began, they had the capacity to house nine women. Today they serve 50. Their ambition is to serve more than 250 by 2025.
We have partnered with Naomi’s House to create a visual identity and use creative problem solving to help them reach their funding goals to reach more women in need.
Services
Visual Identity + Logo
Collateral
Icons
Photography
Identity Guidelines
Consultation
Visual Identity Design
Logo Refresh
The elements of the existing logo were on the right track. The soft curves and strong silhouette of the bird and key appear gentle yet full of intention and energy. The one detail that caused an unnecessary dissonance was the inclusion of a second wing.
For the logo, we retained the Archer typeface. The slab serif communicates stability while its rounded letterforms provide softness and personality. We kerned the type and chose a lighter weight.
The disproportionately large bird logomark drew attention away from the letterforms. We rebalanced the interplay of the mark to the type to create a harmonious composition.
Program Logos
Naomi’s House offers a range of services provided through three programs: Reset, Reside, and Rise. Each program has been given its own logo and color palette yet maintains visual continuity with the larger brand.
Color Palette
Purple and green were chosen as the primary brand colors to represent femininity and growth. The expanded palette includes secondary and tertiary colors that are used for the three programs under the Naomi’s House umbrella.
Typography
We chose Avenir as the primary brand typeface because it is professional and easy to read without being clinical.
A small variety of additional typefaces were selected as accent fonts.
“VRTCL has helped completely rebrand the face of our organization, making our look more professional and sharp. With each project, they demonstrate creative, professional, and inspiring work that reflects the heart and vision of Naomi’s House. Their work is unique, on time, and thoughtful.”
- Simone Halpin, Executive Director
Supporting Elements
Icons
We developed icons for various applications, including print and digital collateral.
Collateral
Print Collateral
We continue to design a variety of print collateral for Naomi’s House including updated business cards, annual reports, thank you cards, and program brochures.
Photography
Authentic Imagery
The philosophy behind our photography for Naomi’s House is to tell real stories of pain, grace, and healing. This is best done by representing the actual women whose lives have been transformed through the work of Naomi’s House. Stock imagery is used at times when it is not safe for a woman to be visually represented, but our aim is to keep stock photos to a minimum and emphasize original, authentic photography.
The photos are never overly-dramatic, stylized, unnecessarily pensive, or superficially happy. The goal is to represent real women, real hope, real healing.
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