Bold New Identity for Feminist Legal Organization

Amsterdam-based strategic and creative agency Dawn has created a new brand identity for Bureau Clara Wichmann (BCW), a Dutch feminist legal organisation that has been using the law to advance gender equality since 1983. 
The new identity arrives at a pivotal moment for BCW. After several years of internal evolution towards a broader, more intersectional feminist approach, the organisation wanted an external identity that fully reflected who it is today while also helping it to connect with audiences beyond the legal world. 
Doing justice to a legal icon
Since its founding in 1983, Bureau Clara Wichmann has worked at the intersection of law and activism, using strategic litigation to challenge wider societal structures and bring about systemic change. Its intersectional approach looks at gender inequality alongside factors including ethnicity, age, class and religion.

BCW has become a recognised name in the Dutch legal world, and as the organisation evolved and looked to reach a wider audience, its visual identity no longer reflected the breadth of its work or the more outspoken role it wanted to play.
Activist by the book
“Because Bureau Clara Wichmann operates between the worlds of law and activism, we set out to develop a visual language that combines the authority of a legal organisation with the energy and determination of an activist movement,” says Jesse Walenkamp, designer and art director at Dawn.
The resulting identity is designed to claim space. Bold typography brings determination, while the colour palette balances the authority of legal expertise with a more human, approachable character.
Lead designer, Jesse Wahlenkamp sums it up: “Everything feels powerful, yet approachable.”
The work goes beyond a visual refresh. Dawn worked closely with BCW to understand the organisation’s evolution and translate it into a brand designed for its next chapter.
Yomi van der Veen, director of Bureau Clara Wichmann, says: “BCW has been undergoing an internal evolution for several years, consciously working from an intersectional feminist perspective. The time has come to make this visible externally, too. We found a great partner in Dawn, who not only guided us creatively but also took a close look at our organisation, its past, present and future.”
Vrouwenrechtswinkel Amsterdam
Dawn has also refreshed the identity of Vrouwenrechtswinkel Amsterdam, BCW’s free legal advice service, giving it a more accessible and approachable expression while keeping it clearly connected to the wider BCW brand.
clara-wichmann.nl