Anew

Where Hope Makes a Way

The Challenge

Anew Florida (formerly Created Gainesville) is a nonprofit that serves survivors of sex trafficking and sexual exploitation on their journey toward healing and hope. Based in North Central Florida, Anew focuses on empathy, mentorship, and transformation. They seek to be a trusted companion for women seeking renewal, purpose, and freedom.

But in order to expand their reach and reflect the depth of their evolving mission, Anew needed a new identity. One that honored their story, amplified their vision, and invited women across Florida into a life of flourishing.

Our Vision

With Anew Florida, our team was called to create more than a logo. We knew that we not only needed to transform their brand identity, but capture the invitation to life-changing care that Anew provides to survivors.

Anew's rebrand needed to reflect a broader mission and reach, allowing them to grow beyond Gainesville and impact communities across the state.

Anew invites survivors into a relationship built on trust, dignity, and genuine care. The new logo and brand identity had to capture that warmth.

Like their programs, this brand needed to communicate a sense of peace and renewal, inspiring women to envision a future full of purpose and freedom.

The Solution

Brand Strategy

Before crafting Anew’s new visual identity, we first discussed the heart of their brand. By clearly defining their core brand attributes, we ensured that every design choice would visually reflect trust and hope.

Our strategy was anchored in Anew Florida’s core identity: hopeful, trustworthy, and deeply personal. The new brand needed to capture sincerity and warmth while showcasing that Anew was a trusted partner who welcomes survivors into a journey of healing and freedom.

Logo Design

The Anew logo embodies transformation, trust, and hope through a clean word mark paired with a flowing, abstract butterfly.

The butterfly, drawn from a single continuous line, represents the ongoing journey of healing and renewal.

The Brand System

Anew's brand system was designed to communicate clarity, warmth, and trust across every touchpoint. A soothing yet confident color palette, from deep navy to airy mint, creates a sense of safety and renewal.

Typography choices blend modernity with approachability, supporting both impact and readability. More than a logo, this cohesive system equips Anew to speak with one consistent, compelling voice across all platforms.

Brand Application

The brand was thoughtfully built to extend far beyond the digital space. From business cards and brochures to tote bags and apparel, the new identity empowers the organization to showcase confidence and consistency in every setting.

Printed materials like flyers and pamphlets now serve as trusted tools for education, outreach, and advocacy. This brand doesn’t just live on a website. It equips Anew to meet people where they are, spark conversations, and transform lives.