Following consultation and market research to understand the Joanna brand fully, ‘being a refugee and light in dark places’ became the underlaying concept to represent the organisation, and shaped the black and white house logo.

A brief requirement was to use rainbow colours and the website content management system, Endis. The colours were utilised in the hopeful messages and black & white photography that formed promotional materials such as the Joanna leaflet, as well as the online content.

The rebrand enabled simpler communication of the support Joanna provides for vulnerable and hard to reach women trapped in street prostitution.