Strategy: Rebrand to improve image, reposition for major donor campaign and expand services.

Libertae offers a secure healing space for women and families struggling with addiction. Gender responsive treatment is used to address the specific root causes of addiction to prepare women for re-entry into society. Libertae is also expanding its reach to include outpatient services. It is one of the few nonprofits in Pennsylvania that takes women with children and single women.

Libertae wanted to rebrand to improve its image and reposition itself as a thought leader in addiction recovery.

Audience: working class women, ages 18-34 and donors.

Internal and external research and analysis was conducted to determine perceptions and beliefs about the organization. This was included in the Creative Brief along with competition analysis, brand strategy, positioning and voice. Once this was completed, the logo process began.

The former Libertae logo (above left) used a script typeface. They wanted their logo updated changing it from a cold clinical feel to warm and personal. The new logo (above right) was inspired by the Art Nouveau movement (below left) that focused on intertwined natural forms (flowers/plants), decorative motifs and curved lines. Women became a focal point symbolizing femininity, mystique and empowerment.

The logo combines several popular tattoo concepts (a female form, a flower, stem and thorns) along with the Letter L and a horizontal bar (foundation). The highly personal nature of tattoo art made this idea appropriate considering the nature of addiction recovery. A wordmark was also created. 

Deliverables
Market/Audience/Design Research
Creative Brief
Logo Design
Stationery
Website
Digital Graphics
Branding Guidelines
Infographic
E-newsletter Template
App Design
Social Media Management
3-month marketing schedule
Marketing & Donor Materials
Signage
Annual Report

www.libertae.org