The Dwelling Place
The Dwelling Place
A rebrand that redefined the audience to better offer hope and healing to those suffering abuse.
The Dwelling Place is a faith-based nonprofit in North Minneapolis that provides transitional housing, basic needs, trauma-informed supportive services, educational programming, and mentoring for women and their children fleeing domestic violence.
They approached me to help them rectify a dated brand image and reimagine a website that was rather plain and unengaging.
The Dwelling Place is a Christ-centered ministry providing healing and hope to victims of domestic abuse through supportive services and a safe, transitional place to call home.
— Mission Statement
Brand Story
Through the Brand Story Strategy process, I asked a lot of questions, and listened to multiple viewpoints which helped to shape a better understanding of the story they had to tell… primarily that The Dwelling Place is:
Where abuse ends and healing begins.
Where abuse survivors dare to hope again.
Where Jesus can be found among the hurting.
Engaging in this process also helped us shift the focus more pointedly toward the women who needed their services, and less strictly on donors and supporters of the ministry. The driving idea was that when prospective donors see that the heroes of the organization’s story are the ones they are actively serving, that’s a much more compelling story to buy into.
Brand Design
The old logo featured a rough, faux-handdrawn look that didn’t reproduce well at various sizes. There was also a lot going on with a heart, wings, house, and that nearly illegible script. The new brandmark design incorporated the heart and house from the previous logo, but instead of just plopping a heart in the middle of a house, I wanted to integrate the two to show how the ideas of shelter and a loving community are truly interwoven at The Dwelling Place. The lines criss-crossing in the front resemble arms giving a gentle and loving embrace. While the text sitting adjacent in a clean, upright sans seems to suggest safety, trust, and a welcoming posture.
Business Set
Brand Guide
Brand Collateral
Website Design
The new website was where we could really bring the brand message and identity to life, by gearing the homepage and first section of the site for the women who had or were suffering abuse. Little thoughtful details (like providing a quick Exit button that also cleared the website from showing up in the user’s browsing history), compelling imagery, and beautiful aesthetics helped to create a site experience that felt tailored for someone in need of escape, healing, and restoration from an abusive partner.
The result is a more engaging, interactive experience that connects need with vital services, and curiosity with a compelling cause to support.
The new brand became the highlight at the Dwelling Place’s annual fundraising gala.
“This project has been an amazing experience. One example is how well received the logo was at the Gala. People were SOO so in love with the new look and the colors! Even our singer made mention of the ‘hugging arms’ around the heart. It was so wonderful. We feel very lucky to be one of Jeff’s clients.”
