- Brand Adaptation, Brand Development, Brand Identity, Brand Storytelling, Creative Partnership, For Good
A brand designed to communicate care, strength and support when it matters most
TAP partnered with Meath Women’s Refuge to rename and develop a new brand identity that better reflected the organisation’s evolving role in supporting individuals and families affected by domestic abuse.
The rebrand introduced Willow – a name and identity designed to communicate care, resilience and strength while helping the organisation speak more clearly and confidently to those who need support. The ambition was to create a brand that felt welcoming and reassuring, while also raising awareness and visibility across communities.
Our Approach
[EVOLVING ROLE]
We developed a new brand platform centred around the symbolism of the willow tree, representing resilience, protection and renewal. A distinctive visual identity was created featuring a stylised willow graphic device with flowing, protective forms that convey safety and care.
The brand combines a bold, approachable wordmark with a vibrant yet supportive colour palette and a clear typographic hierarchy designed for accessibility. A flexible visual system allows the identity to work consistently across digital platforms, social communications and printed materials.
The Result
The result is a confident, modern brand that helps Willow communicate its mission with greater clarity and impact. The new identity provides a scalable framework for communications across website, social media, outreach campaigns and support materials.
By balancing warmth, strength and visibility, the brand helps Willow better connect with communities while encouraging those experiencing domestic abuse to seek support.
