Women in Need – 25 year campaign

Women In Need Society was created from the vision of one woman who, after fleeing an abusive relationship with her two young sons, wanted to create a place where women in distress could come to receive free clothing and other goods with dignity, independence and respect.


Operating four thrift stores, a centralized sorting and distribution centre, four Family Resource Centres, and a Free Goods Program, WINS works with over 80 partner agencies acting as a conduit to provide important connections between clients and the resources they require.


And now, WINS celebrates its 25th year.


We created the visual concept for a 25-year celebration campaign. A silver butterfly (derived from their logo and carrying the traditional colour of a 25th year anniversary), photos of women whose lives have been changed by this non-profit organization, and, a vibrant colour palette suggesting hope and optimism helped us do that. Pictured here are a look at towers that were installed along Stephen Avenue in Calgary.