Nellie’s Rebranding – A Symbolic Shift Toward Empowerment

In 2024, Nellie’s, a Toronto-based organization supporting women and children affected by gender-based violence, embarked on a transformative rebranding journey. Collaborating with Luminate Communications and Varga Girl Design, the initiative aimed to reflect the organization’s evolution from a crisis shelter to a multifaceted advocate for empowerment and systemic change. They wanted a visual revolution. Something that said, yes, we’ve been doing this work for 50 years… and no, we’re not done yet.

So they called in the dream team: Luminate Communications for the strategy and content and Varga Girl Design for the logo and graphic design. Together, we took Nellie’s from “shelter with heart” to “advocacy powerhouse”.

The Challenge

Established in 1973, Nellie’s had long been recognized for providing shelter and support to women and children escaping violence. However, as the organization’s scope expanded to include advocacy, education, and community outreach, its existing brand no longer encapsulated its comprehensive mission. A rebrand was necessary to align the organization’s visual identity with its evolved purpose and values.

The Solution

The rebranding process began with a thorough revision of Nellie’s mission and vision at the board level. Building on this foundation, Varga Girl Design crafted a new logo centered around the apostrophe—a symbol rich in meaning. The apostrophe was chosen for its multifaceted symbolism:

  • Ownership: Representing the organization’s commitment to empowering individuals to reclaim their narratives.

  • Voice: Signifying expression and the importance of giving voice to those who have been silenced.

  • Pause: Denoting a moment of reflection and the journey toward healing.

The logo features two ‘L’s forming a roof-like structure, paying homage to Nellie’s origins as a shelter. This design encapsulates the organization’s history while projecting its forward-looking vision.We’re proud to be recognized for our ability to craft bold, thoughtful design that not only meets but amplifies our clients’ vision and values.

Winning a TITAN Brand Award for the Nellie’s rebrand is a meaningful milestone for Varga Girl Design. It reflects our commitment to purposeful creativity, collaborative storytelling, and design that dares to make a difference.

A heartfelt thank-you to the TITAN Awards judges for seeing the power and intention behind this work—and to our brilliant partners at Luminate Communications and the incredible team at Nellie’s for trusting us with such an important evolution of their brand.

At Varga Girl, we believe design can change the conversation. This award reminds us that when strategy and style come together, we can help mission-driven organizations lead with clarity, strength, and style.

Here’s to more brave brands and barrier-breaking design.

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Rachel Ott