Safenet visual identity
Aurora x SafeNet: Strategy, Rebrand & Website Transformation
Working as strategic partners to Calico Group’s leadership, Aurora led the development of a refreshed brand strategy, identity, and digital presence for SafeNet — one of the UK’s largest and most impactful domestic abuse organisations. For over 25 years, SafeNet has supported hundreds of women, men, and non-gendered people every week with safe housing, advice, and specialist support, yet its visibility and digital presence had not kept pace with its scale and ambition. SafeNet - brand and website pro…
Aurora’s group-level communications strategy work identified a core challenge across Calico’s service family: an overly consistent, templated approach that diminished each service’s individuality. For SafeNet, this meant a powerful, expert team working behind a brand and website that did not fully express its voice or reach those who needed it most. Visibility across digital channels — including search — was low, limiting both audience impact and opportunities for national thought leadership.
What we did
Aurora developed a new strategic framework enabling SafeNet to articulate its identity with greater nuance, flexibility, and sector relevance, while still aligning with Calico’s customer strategy. SafeNet became the ideal pilot brand to shape this evolved group-to-service relationship: one where the Group acts as an enabler and each service expresses its unique voice with clarity and confidence. SafeNet - brand and website pro…
Through refreshed brand positioning, storytelling, and a reimagined website experience, Aurora helped set the stage for SafeNet to increase reach, elevate its national profile, and drive wider influence across policy and thought leadership — unlocking its potential as a major force in domestic abuse support and advocacy.
Some writing here about new website designs…
