Amsterdam agency Dawn has created a new brand identity for Bureau Clara Wichmann, the Dutch feminist legal organisation that has been using the law to advance gender equality since 1983. The result brings the authority of legal expertise together with the energy of activism.
Bureau Clara Wichmann has spent more than four decades using strategic litigation to challenge the structures behind inequality. Its intersectional approach looks at gender alongside ethnicity, age, class and religion, and over the years it has become a recognised name in the Dutch legal world. What its visual identity no longer reflected was the breadth of that work, or the more outspoken role the organisation wanted to play.
The rebrand arrives at a pivotal moment. After several years of internal evolution towards a broader, more intersectional feminist approach, BCW wanted an external identity that fully reflected who it is today while also helping it connect with audiences beyond the legal sector.
Dawn’s response is a visual language built to claim space. Bold typography carries determination, while the colour palette balances legal authority with a more human, approachable character. “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 aim, in his words: “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. “BCW has been undergoing an internal evolution for several years, consciously working from an intersectional feminist perspective,” says Yomi van der Veen, director of Bureau Clara Wichmann. “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.”
The project also included a refresh of Vrouwenrechtswinkel Amsterdam, BCW’s free legal advice service, giving it a more accessible expression while keeping it clearly connected to the wider BCW brand.
This story was submitted by Jessica Hartley of For the Right Reasons, a People of Print Member. Join the community →
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