Peace Over Pressure
Brand Identity System
Challenge
It started as Peace Under Pressure, an organization built on helping women overcome traumas associated with domestic violence and shaping them to be the diamond in the rough. The brand was very outdated, and it didn’t feel very welcoming, so I had to conceptualize a way to modernize the brand into something that would be more recognizable and friendly and, well, peaceful.
Solution
I turned the brand into Peace Over Pressure to represent the triumph of women overcoming domestic violence and achieving inner peace. This representation of the brand is more positive, peaceful, welcoming and overall friendly. This better represents the goals of the brand, while also making the brand more modern without changing the ideals of the brand itself.
Why the dove? The dove is a universal symbol of peace, freedom or love. In this case, for Peace Over Pressure, the Dove is used to showcase the feelings of peace, freedom and self-love. It is meant to showcase the feeling of being free from the ties of domestic abuse. The victims’ pasts do not define them.
The Dove
Why did I choose this photo to represent the brand?
I wanted the brand to showcase the aspect of women supporting women. The organization highlights supporting people no matter their background or the experiences they’ve gone through. I wanted the image that supported the brand to reflect that.
The Brand Photo
Bringing the brand to life, I created a set of deliverables in addition to the ones before this section. For this, I focused on common needs this brand may have being based in the city, as well as objects the clients of Peace Over Pressure may receive. Including these really brought the brand together and made it feel more real.
Brand In Action
In order to round out our identity, we created a brand book to outline the brand’s guidelines. It contained information about the brand colors, the logo uses, typography, and more!
