“The brand and logo were in dire straights. They almost held me back from joining.”
London Society for Contraception and Sexual Health (LSCASH) is an organization of sexual and reproductive health doctors and other health professionals who advise clinicians about issues surrounding sexuality and sexual health, empowering them to better understand their patients and meet their needs.
LSCASH came to Loka for a rebrand of the entire organization, delivered through a livelier, more youthful, more empathetic appearance of the organization’s logo, along with its colorway, website and campaign text design. Loka was proud to deliver the upgrade pro bono.
The topic of sexual health can be difficult to discuss, and LSCASH was further hampered in its mission by a lackluster logo that conveyed none of the organization’s warmth, confidence and ambition. It essentially stopped conversation before it could begin. LSCASH leadership was aware of the problem and came to Loka for help with rebranding.
Loka’s design team worked closely with LSCASH to understand the organization’s mission and express it through design. The team basically discarded the old logo and began the rebrand from scratch, using factual, contextual and anecdotal information gleaned during interviews with LSCASH administrators and members to direct its work.
Together, Loka helped LSCASH envision an entirely new approach to its visual presentation that the org could use for its website, letterhead and email signatures and public awareness campaigns—basically everywhere its brand will be seen and required to communicate quickly and effectively.
New Logo: Loka’s revamped logo started with a single carryover concept from the old one: imply human presence. Beyond that, everything is different. Loka’s LSCASH logo is bold, contemporary and highly readable across a wide range of materials. And with its imagery of a stylized embrace, expresses feelings of support, comfort and acceptance—the key emotions LSCASH wanted to evoke.
Revamped Colorway: Based on color theory, Loka’s designers chose shades of orange and purple as the new primary colors for the LSCASH brand, offset by clean white. Orange evokes feelings of warmth, excitement and approachability; purple evokes ambition, serenity and pride.
“The collaboration with Loka's design team was outstanding. And the fresh, modern design of our new logo has not only boosted our online presence but also revitalized the energy and motivation within our team.”