Ella’s relaunch brand

Ella’s started work in 2014, originally named Ella’s Home. We changed our name to Ella’s in 2019 and relaunched our look and feel in October 2020. 

At Ella’s, we do everything we can to ensure survivors of trafficking and exploitation have all they need to recover and build lives that are safe and free. We are effective, caring and strong. We refreshed our brand to make sure that it communicates who we are.

Gathering feedback

We gathered feedback on the look and feel as it was, from the women we work with, supporters and members of the public. 

The weight of the feedback was that our original brand communicated the caring side of Ella’s, but not the strength. The original key logo was a helpful link to freedom and safe housing, but ambiguous for some people.

What we did

We kept the key as part of our logo, but developed it to incorporate a flower indicating growth and life. Our new key is more obviously positive and freeing. 

The hand-drawn style of the key reflects Ella’s’ person-centred approach to working with survivors: we tailor our support to every individual. We’ve introduced a range of illustrations in the same style. Our logo also includes a circle behind the key, which will be used across other Ella’s materials. The circle reflects the safety and community found at Ella’s. 

We kept the soft pink colour from our original brand as it reflects the caring nature of Ella’s. We introduced a brighter pink too – feminine, vibrant and strong. We also brought in a navy blue to represent our strength and that of the women we work with, and the seriousness of our work. 

Finally, we included a new strapline: Unlocking freedom. This sums up our goal, to empower women to recover from their experiences, build safe lives and stay free. 

Big thanks to Rachel Price, amazing designer and long-term friend of Ella’s, for her brilliant work on this. And to Katy Carlisle at SQSP Queen for the new website.