Women for Afghan Women: Branding

Women for Afghan Women is the largest women’s rights organization in Afghanistan. In Afghanistan (prior to 2021), they operated a network of shelters and provided assistance to women experiencing violence. In New York City, they continue to provide immigration assistance, tutoring, girl’s leadership, community support, and English classes to the Afghan diaspora. In Washington D.C., they lobby for the global support of Afghan women and girls.

The rebrand is based on the rich colors of Afghan textiles. An important finding in the discovery stage was that our stakeholders had a strong negative association with the soft blue hues of “burka blue”. By contrast, the vibrant colors and patterns of indigenous Afghan textiles made them feel grounded and authentic. Color became an important brand value.

We also explored concepts of modernity, and joy as defiance.

The final logo is an abstracted “W” that invokes traditions, connections, and weaving. It is a contemporary logo, but rooted in heritage.