This project was a proposal for a rebrand of the male domestic abuse support ‘Amen’. They not only wanted a rebrand but a name change due to its religious connotations. The group had no religious connections and wanted to be more inclusive to people such as gay and bisexual men as well as men of non-Christian faiths. To coincide with this rebrand we needed to devise a campaign to coincide with the launch.
The company asked to keep the M and to try use a name beginning with an A. After examining the positives and weaknesses of their logo I began to brainstorm possible names. These ranged from Irish folklore to medical terms to Irish translations as well as a variety of anagrams. Eventually my research led me to decide on the word ‘Armour’. Armour is a piece of protective gear used to prevent injury from objects, vehicles and people. This seemed fitting as an aim of the organisation is to support and protect the men that come to it. They protect them not just by helping get them out of abusive relationships but by helping them legally, through their advice and by accompanying the men to court.
I choose to keep the logo all in one colour as it would otherwise break it up and diminish its strength similar to the previous logos use of blue. I then decided to use a black and white palette as I felt that it suitably covered the issue of domestic abuse, as there isn’t any real grey area. Men and women are both domestically abuse, and as an organisation they are not only trying to help support male victims but are also trying to raise awareness that men can be victims.
The campaign uses comments and phrases commonly said to men who experience domestic abuse. The campaign is primarily aimed at friends and family of the victims as well as the general public. The hope is that people will recognise making these comments, and think twice when a man they know opens up to them about being domestically abused. As an issue domestic abuse against women is taken a lot more seriously now and this campaign aims to both spark a conversation about male domestic abuse but also have people take the issue a lot more seriously. The simple and bright colour scheme allows the campaign to stand out, be easily recognisable and also allows for future expansion and campaigns.
Finally using the visual language of the advertising campaign I created booklets to be put into medical centres, waiting rooms and other places to promote the issues. The booklets can easily fit into your back pocket making it easy for someone to discreetly take away and hide from their abuser.