THE PROJECT
For YWCA Hamilton, the team helped evolve “Walk a Mile in Her Shoes” into “Walk a Mile in Their Shoes” with a more inclusive name and visual identity. High heels could remain part of the event, but the logo needed to move beyond a single symbol of femininity to reflect the broader community affected by gender-based violence.
THE CHALLENGE
Evolve an established campaign to recognize the broader impact of gender-based violence while preserving its familiarity. The identity needed to include women and LGBTQIA+ communities, retain the existing colours, and remain clear across different sizes, backgrounds and event settings.
THE APPROACH
Make the identity more inclusive while retaining the campaign’s established colours. Use bold, legible typography and a sticker-style logo to maintain recognition and contrast across promotional materials, wayfinding and signage.
WHAT WE MADE
We updated the identity from “Walk a Mile in Her Shoes” to “Walk a Mile in Their Shoes,” recognizing that gender-based violence affects women as well as disproportionately affecting people in the LGBTQIA+ community. Working with the campaign’s existing colours, we introduced bold typography that stayed legible from a distance and could adapt across promotional print pieces, event materials and large-format signage. We also created a sticker-style version of the logo to preserve contrast across varied backgrounds, giving the campaign a recognizable identity in many settings.
THE RESULT
A unified event presence from first promotion through the on-site experience.