METRAC, a Toronto-based charity working to prevent violence against women and youth, needed a brand refresh that matched the clarity and strength of its mission. The existing identity had become dated, muddled and too masculine for the communities it represented, while a more sophisticated fundraising environment required a stronger visual presence.

The new identity uses the idea of safety and prevention to create a woven, interlinked ribbon symbol containing the “M” of METRAC. Its layered transparency also reflects the organization’s integrated approach, working with communities, governments, educators, planners and legal professionals. A refreshed colour palette helped make the brand warmer, more approachable, as well as more memorable and consistent across all channels.