Wayss for everyone.
Wayss operates as an independent community organisation providing responsive services for people experiencing homelessness and family violence. Its reach encompasses Franskton, Dandenong, the Mornington Peninsula and Cardinia. On average they assist 15,500 individuals each year from 110 different ethnic backgrounds.
The implementation of a new Wayss 2018–2022 strategic plan identified the need for a contemporary, holistic visual identity to better communicate their vision, mission and core purpose and in turn to assist in securing funds from the Government and external funding providers.
Wayss’ existing visual identity was almost non-existent – a logotype and what was colloquially referred to as ‘Wayss Blue’. A lack of messaging and a piecemeal brand approach meant that Wayss had no real public face, in spite of the compelling figures and long history of servicing the area.
Another issue the client faced was the perception of Wayss an acronym – something that had been redundant since the abolishment of the Westernport Province. A name change was out of the question – the name Wayss was some of the only brand equity available to leverage.
As a human services organisation, feedback from those receiving services is central to Wayss improving and providing appropriate responses to people in our community facing homelessness and family violence. An important element in the development of a new brand identity for Wayss was the involvement of clients.
Clients explicitly shared that they wanted a symbol that represented their future that showed development, growth and positive change. A symbol that showed a way out. They suggested an arrow or steps to show progress out of their situation. A draft brand concept was beta-tested with the two client focus groups.
Based on the findings from the research studies, beta test and using the vision, mission and core purpose outlined in the Strategic Plan as a basis, a solid foundation and starting point was formed from which to begin the design phase with practicality, ease of use and budget as guiding factors.
A flexible ‘tagmark’ lockup was developed for use across campaign, social media and promotional applications. A secondary typeface was an important addition adding depth and a human element to the identity. The tagmark concept also aided in removing the perception that Wayss is an acronym by placing it within a sentence – ‘There are Wayss…’.
A wordmark with strapline was developed in title case to further emphasise Wayss as a word, as opposed to an acronym.
The strapline ‘for everyone’ helps the brandmark read as a sentence whilst reinforcing the fact that safe a place to sleep and freedom from violence is a human right – it is for everyone.
An upwards facing arrow mark – the Wayfinder – was designed to enclose the wordmark giving a sense of security, positivity hope and progress. The arrow was chosen based on the findings from the client research phase as a universally recognisable shape – important in one of Melbourne’s most ethnically diverse communities. The hand drawn nature of the Wayfinder also creates a visual link to the typography in the tagmarks.
A suite of hand drawn graphics – the Scribblebox – were developed to extend and build upon the Wayfinder mark and secondary typeface elements. These graphics were design to add emphasis and aid in creating infographics, charts and diagrams.
“Tim and Backpack came highly recommended not only for the quality of their work but also for Tim’s ability to listen, understand and work with you to come up with the best solution. He was able to distill and incorporate feedback from the stakeholder research and client study into the new identity.
As a community service organisation, the most delightful aspect of working with Backpack has been their willingness to be flexible and adapt their designs. Notably, it has felt like a real team effort that honours our past while reflecting our vision for the future and created within a modest budget.”
— Gaye Ealy, CEO, Wayss