Waullo Dawn Healing Service. Logo identity design and style guide.
Waullo Dawn Healing Service is a safe place supporting families to live free from violence.
The service provides a range of free and confidential support services for women who have experienced or are experiencing family and domestic violence in Armadale, Western Australia.
Grainger collaborated with The Behaviour Change Collaborative (The BCC) and Hope Community Services for the visual identity project. The BCC conducted in-depth research to develop the service’s name, core values, mission, and brand attributes. This research served as the foundation for the development of the design, ensuring alignment with the service’s mission and the needs of the community.
The logo design takes its form from a Jug Flower (also known as a Basket Flower)—a native plant found in the Armadale area. The composition embodies a welcoming and inviting quality, reminiscent of a friendly person with outreached hands. The warm colours evoke a sense of emotional comfort, while the orange hue can be interpreted as the sun rising over the land. The Noongar word “Waullo” means “sun returns” or “dawn,” signifying a fresh start, growth, and emerging from darkness into light. This symbolism reflects the journey of healing for women recovering from family domestic violence, as they move toward safety and a brighter future. The name is typeset in both upper and lower case, conveying a sense of informality and approachability.
The project resulted in a versatile and symbolically powerful logo, comprehensive Brand Identity Guidelines, and application suggestions, ensuring a consistent and meaningful brand expression.
