When 110 Years of History Meets the Urgency of Now.
Cross-Generation Is the Superpower
The Women's International League for Peace and Freedom US came to Cause+Affect with a question: how do you honor 110 years of feminist peace organizing while becoming relevant to a generation of activists?
Through research with members across the country, we found the answer hiding in plain sight. Women who organized against Vietnam sit alongside 25-year-olds organizing for climate justice. The age gap itself was their most powerful competitive advantage and cross-generational learning became a strategic cornerstone of the new organizational identity.
A Quiet Evolution of a Revolutionary Logo
The dove and olive branch remain, enduring symbols of WILPF's founding purpose, and the mark modernized and clarified. A subtle upward tilt gives the dove new momentum. Bold colour transforms a single-use mark into a flexible, high-impact symbol built for every platform.
Reflecting the Movement. Now and Into the Future.
Our research made one thing unambiguous: external activists don't lead with "what has WILPF done?", they lead with "what is WILPF doing right now, and who is leading it?" The new identity was built to answer both. Legacy establishes trust. Current action and visible, diverse leadership earn it.
Visualizing Diverse Voices
The answer to who speaks for WILPF was already there in the words of the women themselves. The new identity lifts those voices into the foreground through a typographic approach inspired by protest signs, hand-painted banners, and movement posters. Bold, brave, urgent, unapologetic. "Peace Is Power." "Women Organize. Peace Wins." "Feminist. Fearless. For Peace."
These aren't slogans. They're declarations.
Exciting, universal, and modern. Built on our history.
WILPF branch member from Detroit
A New Website Built for Now and for What's Next
Rebuilding WILPF's digital home meant solving two problems at once: distilling 110 years of history, while giving new initiatives, campaigns, and emerging voices a platform to launch from. A site built for what WILPF is becoming.
A Comprehensive Identity System Means Flexibility to Grow
Typography, wordmark, symbol, and a bold expanded colour palette — designed to work together, not in isolation. The reimagined peace dove anchors a system built to signal movement energy while carrying 110 years of institutional weight. Every element earns its place only in relationship to the others.
I like that we're focusing on feminist values, on sharing power and building communities of care, especially related to gender. We are breaking down binaries!
WILPF branch member from Iowa
Our Strategic Insights
WILPF's perceived weaknesses were their strongest strategic assets, waiting to be reframed. Multi-issue approach and Inter-generational learning is their competitive advantage. And the women of WILPF are their most compelling voice, impossible to ignore when given the platform they deserve.
Cause+Affect led us through one of the most complex challenges a legacy organization can face: honoring our 110-year history and longtime members while repositioning to attract an entirely new generation of activists. Jane and her team didn't just document what we said, they showed us what we needed to become. The creative brief presented to our Re-envisioning Committee gave us the confidence to make bold decisions because the strategy was grounded in rigorous research, not assumptions.
Linda Low, Executive Director
