When your story depends on helping women overcome unimaginable life circumstances — like homelessness, domestic violence, unemployment and substance abuse — every word and every action matters. After 16 years supporting women and children throughout Hillsborough County, the Women’s Resource Center of Tampa found our community’s needs and increasing requests for help outpacing our resources. Additionally, with a brand identity that did not reflect the experience guests have with our mission, we lacked a clear and compelling story that would inspire new audiences to get involved.
With the support of our brand and communications strategy partner Round Square, we embarked on a transformational journey to revitalize our brand, clarify our story and more deeply connect with our audiences. This process wasn’t about prettier designs and poetic words (although we’re excited to have that, too); it was about effectively delivering our mission so we can help more women in need and impact the world for Christ. We conducted interviews with key stakeholders, including women we support, community partners, donors, board members, volunteers and staff, to identify our organizational strengths and opportunities from which to build. Along with strategic assessments of our current communications, external environment and sub-sector, we took a highly intentional and thoughtful approach to this vital work.
Grounded in our research insights, we are pleased to introduce our refreshed brand Hope for Her.
With a new name, logo, brand strategy, messaging and website that better articulate our work, we’ve literally put the women we serve at the heart of our mission.
With a refreshed and more intentional brand, a new facility to support women and families, a focused strategic plan, and the generosity of selfless supporters, we intend to increase the women we serve from 100 to 400 monthly and eventually expand beyond Hillsborough County.
Allow Us to Reintroduce Ourselves
At Hope for Her, our mission is to provide a safe place where women experiencing crisis or trauma find the strength, skills and support they need to rebuild their best lives.
We do that by:
- Restoring confidence and self-worth
- Removing barriers to safety and survival
- Rebuilding critical life skills to thrive
Together, we’re working to ensure every woman is living God’s purpose for her life.
An Intentional Strategy
Just as intentional as God is with the plans He has for our lives, the meaning behind our new name and logo carries strategic significance and sincere intention.
- Hope for Her literally conveys our mission — to provide hope and help to women in need. It also signifies the faith we have in what’s possible for every woman who enters our doors.
- The use of the word “her” in our name distinguishes our focus on women and centers them in our mission.
- Hope and believing in oneself is the #1 thing women who’ve gone through our program say helped transform their journey from one of brokenness to one of possibility.
- The house and woman inside our new logo suggest that we provide a safe place for women experiencing crisis and trauma. The lines reflect a warm embrace that appears heart-shaped, portraying our loving and compassionate approach where guests are never a number and where there are no time limits on the support and assistance we provide. However, the lines never close or fully connect, indicating that every woman can break free from her current circumstances. The house itself is also an arrow pointing upward, indicating both our belief in what’s possible for a better life and our faith-based foundation pointing above toward God.
- The changing colors of the icon from light to dark purple reflect the transformation that happens when we work through the process together with the women we serve. Women often come to us feeling hopeless and broken and leave restored, renewed and ready to rebuild a better life they can sustain for years to come.
- The letters forming the words “Hope” and “Her” are uppercase to symbolize strength and grounding but use a thin, delicate font to showcase femininity. The cursive “for” introduces a warm and personal feel, suggesting that Hope for Her is a place where we are for you, no matter what is going on in your life.
We invite you to explore our new website, including more about our founding story, how we support women in need and how you can get involved. We also encourage you to follow us on Facebook, Instagram, Twitter and LinkedIn for news and stories about what we’re doing to restore lives together and to join the conversation