Empowering safer nights: Evolving a brand for impact

Ask For Angela

We helped Ask for Angela create a clearer, more inclusive brand – one that strengthens its impact and broadens its reach.

Challenge

Ask for Angela launched in Belgium in 2021, quickly building a network of over 50 partners. But as recognition grew, the brand itself wasn’t keeping up. There was no clear, consistent identity to support its expansion; no strong foundation to engage people in the right way.

Ask for Angela needed more than visibility. The organisation had outgrown its original framing and needed an identity that reflected what it had become: a trusted safety network, not just an initiative. The brand had to be clearer, more inclusive, and more flexible to meet the needs of a growing audience – and to continue growing.

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Insight

Ask for Angela worked because it was simple. No complicated systems, no barriers, but, rather, a discreet, safe, immediate way to ask for help. The phrase itself, "Ask for Angela", was a quiet signal of safety, designed to be easy to say and easy to understand. This ease of use made it powerful.

But simplicity wasn’t simply about how the system worked. It was also a defining feature of the brand itself. The brand’s clarity, directness, and accessibility were just as important as its process.

At the same time, perception needed to shift. Ask for Angela had often been seen as a reactive tool; something people turned to only when in distress. As the network grew, however, so did its potential to do more. Just by being visible in venues, the organisation could create a preventative effect, helping people feel safer before anything happened and discouraging harmful behaviour. The opportunity was to make this role clearer, embedding it into the brand in a way that felt natural and true, while staying aligned with the organisation’s mission and using careful, considered language.

This thinking extended visually as well. The brand needed to flex across different spaces and applications, working seamlessly in both digital and physical environments, from posters behind the bar to Instagram posts educating the public. This adaptability became a key pillar of the new identity.

Answer

Ask for Angela needed a refined brand strategy and identity that aligned with its growth, reinforced its inclusivity, and made engagement seamless. Our approach focused on:

Clarifying the role – Ask for Angela is a safety network that provides reassurance, not just an emergency escape.
Broadening the audience – The brand had to speak to everyone who might need help, not just women in dating situations. This led to a slight repositioning, with messaging redefined and expanded, visuals designed to be neutral and inclusive while remaining warm and friendly, and a tone that felt even more welcoming.
Keeping it simple – The service is easy to use, and the brand needed to reflect that same clarity. The tagline ‘Here when you need us’ captures its essence: direct, reassuring, and free from overcomplication.

Aligning strategy and design – A cohesive verbal and visual identity brought everything together. No more mixed messages; just one clear, recognisable brand that works across all touchpoints.

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🚀 Clearer, louder, broader

Ask for Angela was often associated with helping women leave bad dates. We helped redefine it as a resource for anyone who feels unsafe, in any situation.

Messaging now makes it clear that Ask for Angela is open to all. The verbal identity builds on three core values: strength through collaboration, leading with empathy, and inclusivity as a norm. The messaging reflects these, emphasising that safety is for everyone.
The tone of voice is warm, sincere, and non-judgmental. The message isn’t “Are you in danger?” but “We’re here if you need us.”
The visual identity removes gendered cues, using neutral colours like Safe Night Purple and Protective Blue, a refined logomark, and simple, discreet iconography that makes engagement easy without drawing unwanted attention.

📈 Simplicity as a strength

Ask for Angela works because it is instant. The brand needed to reinforce that ease.

Messaging is now more direct, removing unnecessary complexity. Key phrases like “Need help? Just ask for Angela.” ensure that anyone in need understands what to do, without overexplaining.
The tagline ‘Here when you need us’ reflects the organisation’s quiet, constant presence. Unlike previous iterations that focused on immediate intervention, the new messaging also reinforces the long-term impact of the brand in shaping safer spaces.
The refreshed identity ensures consistency and recognition across all applications, making it easy to implement in both physical and digital spaces. From venue posters to social media, every touchpoint now aligns under one cohesive identity.

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Impact

Ask for Angela now has a brand that fully reflects its role: a trusted, ever-present safeguard in nightlife and public spaces. The new identity ensures clarity, making it easier for venues, volunteers, and the public to understand and engage with the initiative.

With a stronger foundation, the organisation is set to expand its reach and continue shaping safer environments.