The Directorate of Gender Affairs was interested in getting an update to their identity which they felt was really dated. They wanted something that would keep the silhouette of a head (which had become synonymous with them), as well incorporate the figure of a male to further reinforce that their services were not just for women.
The other stipulation they had was the use of purple and gold; the colors for domestic violence awareness, courage, compassion, and wisdom.
Through sessions with the Directorate and its stakeholders, the concept and story of the “Unifying (gold) Band” was formed. Then from that came the concept for the identity mark and its variations.
With that completed, designs and design templates were created for Directorate business cards, letterheads, email signatures, envelopes, etc., as well as a 12-page identity usage guidelines document for all their external media.