LACAAW POSTER
In 2006, LACAAW had been around for 35 years, served millions and evolved in a growing movement, creating an expanding organization. Rebeca Méndez (Brand Steward and Creative Director), Adam Eeuwens (Brand Strategist and Writer) and Michael Powers (Director of Photography) were tasked with the assignment to create a name that accurately represents the agency’s expert voice, one that influences policies and behaviors on a personal, local, statewide and national level. They worked to create a name that positioned the agency as a leader in the field of family violence; a name that was all-inclusive, contemporary, “good for another 35 years.”
Together, they established Peace Over Violence as more than a name, but as a respected brand and as an engine, which inspires the vision of a world without violence. Through research, talent and vision, Rebeca, Adam and Michael created a name and visual identity that better reflects our work, who we are and what we are known for. Their ability to turn strategy into story was key in shaping POV’s presence within our movement and beyond.
Our name simply and clearly states the unwavering position that we choose peace over violence. It is an all-inclusive call to action to rally people behind a larger social movement. It puts our mission at the forefront, as it is a constant reminder that building healthy relationships, families and communities free from sexual, domestic and interpersonal violence is achievable.
Peace Over Violence was conceived to behave like an engine, which functions by converting power into motion. Likewise, a brand name can have inherent qualities that make it dynamic—always active—with change as its constant. “Over Violence” is our constant position, which is activated by the relationship to any word that is placed within the equation.
Every individual, group and community is invited to join the cause and dynamically and exponentially propel the agency’s vision of a world over violence.
Together, they established Peace Over Violence as more than a name, but as a respected brand and as an engine, which inspires the vision of a world without violence. Through research, talent and vision, Rebeca, Adam and Michael created a name and visual identity that better reflects our work, who we are and what we are known for. Their ability to turn strategy into story was key in shaping POV’s presence within our movement and beyond.
Our name simply and clearly states the unwavering position that we choose peace over violence. It is an all-inclusive call to action to rally people behind a larger social movement. It puts our mission at the forefront, as it is a constant reminder that building healthy relationships, families and communities free from sexual, domestic and interpersonal violence is achievable.
Peace Over Violence was conceived to behave like an engine, which functions by converting power into motion. Likewise, a brand name can have inherent qualities that make it dynamic—always active—with change as its constant. “Over Violence” is our constant position, which is activated by the relationship to any word that is placed within the equation.
Every individual, group and community is invited to join the cause and dynamically and exponentially propel the agency’s vision of a world over violence.
