Visual Language LLC

Writing and Design by Ellen M Shapiro

Justice, Justice, Shall You Pursue

What more apt slogan for an organization that fights hard for victims of abuse than this biblical phrase that calls for the relentless and equitable pursuit of justice? The repetition of the word ‘justice‘ emphasizes that the process of justice must focus on empathy for the vulnerable. Few individuals are more vulnerable than battered women — fearful for their lives and the welfare of their children — and the elderly who’ve been robbed of funds and self-esteem by scammers or family members. That was always foremost in our minds when developing the logo, campaign, and case statement for Pace Women‘s Justice Center, located in Pace University Law School in White Plains, NY.

The case statement opens with this headline: “Westchester County, New York, is known as an affluent and safe area. Yet 12,000 domestic incident reports are filed here every year. Only a small percentage of complainants go to court.That means that many people stay in abusive relationships. Their safety is in jeopardy.” Each case we produce begins with stating the need or issue; centers on explaining how the organization works toward a solution; and concludes with a call to action with opportunities for giving.
Graphic identity: The symbol — the red dot representing the victim held at the center of a square of support — is balanced over a bold typographical logotype. Purple is the color associated with domestic violence awareness, so it figures prominently in this campaign.

The success of this project is due in large part to the talents of Edel Rodriguez, himself a fighter for justice, who creates powerful images to illustrate difficult concepts like: “The victim”s hands are tied; her life is in jeopardy until she’s freed through the efforts of attorneys who fight hard to secure orders of protection and assistance with divorce, custody, support, and immigration matters.”

In concert with PWJC’s leadership, we focused on the end result: the client is freed to live in safety, free from harassment and psychological and physical harm.
What to give to those who come in for a consultation? A business card can’t hold enough information. Anything larger might attract the attention of the abuser. I devised this accordion folder the size of a business card, printed in both English and Spanish, that can be tucked away in a wallet or purse.
This series was created for posting at bus stops and in day care centers, schools, laundromats, supermarkets, beauty salons, and other places were people in need of PWJC’s services might see them and be motivated to act. They can also be used as newspaper ads.