*The* safe and inclusive space for young adults to learn about healthy relationships was in need of a makeover.
A project of the National Domestic Violence Hotline, love is respect offers 24/7 information, support, and advocacy to 13 to 26-year olds who have questions or concerns about their romantic relationships. Over the years their outdated brand identity had become heavy, inconsistent and irrelevant. And like The Hotline, the aging websites kept breaking and were difficult to navigate.
The redesign kicked off in May, just a couple weeks after I joined, and we launched all four sites in September (check out The Hotline here). While redefining love is respect’s brand + identity, I worked closely with the creatives from the external development agency to ensure the new look and feel followed our vision.
Research showed visitors need quick help and answers in a space created just for them. And visuals that reflect its audience: spirited, courageous, youthful, edgy, and approachable. A confident and welcoming tone empowers users to ask questions, and most importantly, make their own decisions.
The new sites are easier to navigate thanks to fun iconography, a bold color palette, and strong use of typography. The new logo showcases its powerful name: love is respect. Period. The addition of the period in the logo inspired the primary visual element of the brand, a circle. It represents the disruption of unhealthy relationships, as well as the cycle of self-discovery that comes with navigating young adulthood.
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