Independent creative agency Thirst Creative has worked with EDVOS (Eastern Domestic Violence Outreach Service), a lead specialist family violence organisation to rename and rebrand the organisation to FVREE - Free from Family Violence.
They have created a brave and distinctive brand to suit a contemporary, progressive, purpose-driven organisation with a vision for a community and world free from family violence.
About the project
EDVOS grew out of a grassroots community initiative led by women who had experienced family violence and who wanted to assist and support other women and their children. Today, the not-for-profit is a large government-funded organisation working across the continuum of family violence including primary prevention, early intervention, response and recovery.
"Thirst showed a deep yearning to creatively understand our work and purpose. They always took the time to ask the right questions about family violence and then learn and listen to provide creative options to land on FVREE as our new name and brand. This was evident in the brand options/solutions provided to us, which we were very much appreciative of," said FVREE CEO, Christine Mathieson.
Thirst Creative facilitated a comprehensive and collaborative stakeholder engagement process that helped uncover the new name and brand direction.
"Sometimes you're lucky enough to work on a really special project. This was one of those," said Simon Derham, Creative Director at Thirst Creative. "The name FVREE is a wordplay that combines the commonly used family violence acronym 'FV' with the word 'FREE'. The descriptor 'Free from Family Violence' contextualises the name FVREE and together they create a symbol of hope for victim survivors while communicating the organisations vision and ambition for a community free from family violence."
The new name inspired a strong and impactful brand identity and a powerful visual and verbal brand communications platform.
It reflects a bold ambition. It's about a conversation that needs to be had, and it's about setting something in place that makes a change and a difference in women's lives. "We're incredibly proud of our new brand and believe it will help our organisation reach the next level," Ms Mathieson said.
With the new name and branding in place, both FVREE and Thirst Creative are collaborating to elevate the organisation and its dedication to creating a community free from family violence. More about this project and the work delivered can be found on the Thirst Creative website https://thirstcreative.com.au/folio/fvree
