WMH&I London

ABOUT

BRIEF
Surrey Domestic Abuse Partnership (SDAP) brings together four independent charities to support survivors of domestic abuse across Surrey. The work is extensive, expert and proven, but the partnership itself was poorly understood.

Externally, awareness was low, with stakeholders often unable to recall SDAP’s name. Internally, there was confusion around roles and responsibilities between the partnership and its member organisations.

At the same time, domestic abuse itself is widely misunderstood. Not as a complex, long-term issue requiring coordinated support, but as isolated incidents.

MEDIUM
Print, poster, digital, apparel, giveaways, internal communications.

CONCEPT
The task was to bring clarity. To define what SDAP is, how it works, and why it matters.

Through stakeholder engagement and sector analysis, a clear truth emerged: SDAP’s strength lies in its differences. Each organisation brings distinct expertise, and together they deliver something no single service can.

This became the strategic idea: Our Differences, Make the Difference.

It reflects both the structure of the partnership and the reality of domestic abuse, where no two experiences are the same and no single response is sufficient.

EXECUTION
We created a brand built on clarity and humanity.

At its centre is an anonymous figure. Intentionally neutral, able to represent anyone affected by domestic abuse. Survivor, worker, partner or perpetrator. By removing identifiable traits, the figure creates space for empathy without bias.

The logo uses negative space to hold this figure safely, forming a subtle symbol of protection and confidentiality.

A bold colour palette, confident typography and simple compositions create a system designed for real-world use. From posters and public spaces to schools, hospitals and frontline services. The identity balances visibility with sensitivity, making complex issues easier to understand and act on.

RESULTS
The new identity gives SDAP clarity where there was confusion.

It unifies four organisations under a single, coherent presence while still celebrating their differences. It enables the partnership to communicate with greater confidence, consistency and reach.

Most importantly, it helps make the reality of domestic abuse more understandable and accessible. Allowing SDAP to show up as the united, expert and human force it already was.

MADEIT CREDITS

  • Surrey Domestic Abuse PartnershipClient
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