In December 2016, the Womens Safety Service of SA (WSSSA) was launched. The WSSSA is the amalgamation of five different groups already working within this domain, to provide an integrated response through the provision of specialised, accessible and flexible models of service delivery to support women and children experiencing violence. This new entity was launched by the Premier Mr Jay Weatherill with all sectors including SAPOL and Correctional Services represented.
Also unveiled on this day, was the new logo and branding designed by West Creative. The new logo; known as the 'Venus Flower', is formed by eight individual Venus symbols coming together to create the 'flower'. The eight symbols come together to form one cohesive new entity, which not only represents their feminist roots but also the coming together of the separate groups as one. The colours purple and green were chosen as they were common to all the original entities, and reflected each of their histories.
Louise Pascale, current board member of the WSSSA said of the new logo, "You cannot beat a great design. We briefed our designer, Jo West, with what we wanted in our new logo for a service which amalgamated womens' services with decades of history. It's clean, feminine, feminist, says unity, and a circle of safety for women leaving domestic violence."
Other collateral designed by West Creative included postcards, pull up banners, internal and external signage, posters, business cards and letterheads. A series of postcards packaged in the new corporate colours and sealed with a Venus Flower were provided as giveaways to attendees on launch day.
To launch the campaign, West Creative also designed and donated a series of posters for the WSSSA 'Gallery', a common space on the premises which can be utilised in the future to attract local artists who can use this space to exhibit their work and help colour the lives of women and children going through this harrowing time. The posters utilised strong female portraits and accompanying quotations.
West Creative director and lead designer, Jo West, said of the project, "To work for these group of women was both an honour and a privilege and we are proud to see our logo become a haven of safety for women and children.