What we were asked to do
Develop a visual identity and website for 18 Keys, a digital fundraising campaign for a new women-only refuge in London, led by St Martin-in-the-Fields. Target professional women in their 40s in southeast England, a new demographic for St Martin’s, capturing the right tone, look, and feel that balances the gravity of the issue with the refuge's serene safe haven.
What we did
We crafted an optimistic visual identity for 18 Keys, symbolising the project's positive impact on women's lives. To navigate image sensitivities, we collaborated with Lauk Haus to create a bespoke refuge illustration, divided into vignettes showcasing therapeutic activities. The warm, flowing style conveyed women's mutual camaraderie, support, and recovery. Website copy echoed this tone, incorporating regular calls to action, while consultations with Emma Callagher ensured smooth and engaging user journeys.
What they thought about it
Results are still coming in, but fundraising had already reached £282,000 at the time of writing.
