Flat Out

Supervised by:
Dane Kerr & Kasia Ilczyszyn 

 

Flat Out is a not-for-profit organisation that provides support and advocacy for women leaving the prison system. For my proposed rebrand, I focused on creating a warm and inviting visual system that celebrates and humanises women who have faced incarceration, while straying away from stereotypical prison-related imagery. I found the stories and experiences of the Flat Out members truly inspiring and really wanted to emphasise the sense of community and agency that the organisation has created.

The expressive and meaningful pattern making, paired with the humanistic illustrations come together to create an iconic identity. This targets both the women using the services, and the general public searching for education about the issue of female imprisonment.

Alongside the rebrand, I created a welcome kit which aims to provide much needed information about the orgainisation and its services while creating a friendly introduction to Flat Out. This project required extensive research and analysis of the organisation’s needs, in order to cohesively follow through from the design proposal, logo and visual system through to the final collateral production.