Tika
Tika
Tika is New Zealand's first legal charity taking action against sexual harm. We partnered with founders Ali Mau and Zoë Lawton to create their early brand that reflected a breakthrough role in the category, a new path towards justice.
The Context
The vast majority of sexual harm in New Zealand goes unreported. The current reporting process is a tough and lonely road, leaving people isolated and unsupported, and leaving perpetrators free to offend again without accountability. That's why Ali and Zoë started Tika.
Through a new online reporting platform, Tika securely identifies patterns across reports, connecting people harmed by the same perpetrator and bringing those groups together with expert legal counsel to take action as one. It's a completely new way forward for survivors, in a way that's safe, supported and entirely free. They came to us before launch needing a way to explain it, and a core positioning to take it into the world.
Through a new online reporting platform, Tika securely identifies patterns across reports, connecting people harmed by the same perpetrator and bringing those groups together with expert legal counsel to take action as one. It's a completely new way forward for survivors, in a way that's safe, supported and entirely free. They came to us before launch needing a way to explain it, and a core positioning to take it into the world.
The Challenge
One of the core strategic challenges was threading the needle on multiple audiences. The brand had to hold survivors, donors, investors, law firms and the wider public all at once, and each of them arrives from a very different place. It had to earn attention on a subject most people don’t like talking about, without ever losing the trust of the people Tika exists to serve.
The Idea & Identity
Our goal for the brand was to capture the distinct role that Tika plays as the legal piece of the puzzle in the sexual harm space. Alongside a sector doing vital work in trauma response and crisis support, Tika offers something refreshingly different, an action focused and community driven path to justice for people who are ready to take that step. The brand needed to feel bold and courageous, but equally warm and compassionate, holding space for the weight and sensitivity of the topic while signalling a new stance of steadfast confidence.
That balance shaped the personality we built, one that is confident and grounded, carrying real authority without ever losing its warmth. It's intelligent and strategic being a law firm, but equally compassionate and bold. It all sits under a single purpose, to stop history repeating itself.
The Tika identity is built from a bold, universal symbol, the exclamation mark. Paired with its reflected counterpart, it forms a strong emblem of both individual and collective action. Rotated, the mark suggests a person, and repeated, these human-like forms become a pattern that conveys unity and momentum. Each mark is drawn from a different typeface, reinforcing the idea of individuals from all walks of life coming together, not alone but side by side.
The colour palette supports this with a mix of earthy hues drawn from nature and vibrant tones inspired by 1970s feminist artists. Together they express warmth, strength and an inclusive spirit that reflects Tika's commitment to everyone affected by sexual harm.
That balance shaped the personality we built, one that is confident and grounded, carrying real authority without ever losing its warmth. It's intelligent and strategic being a law firm, but equally compassionate and bold. It all sits under a single purpose, to stop history repeating itself.
The Tika identity is built from a bold, universal symbol, the exclamation mark. Paired with its reflected counterpart, it forms a strong emblem of both individual and collective action. Rotated, the mark suggests a person, and repeated, these human-like forms become a pattern that conveys unity and momentum. Each mark is drawn from a different typeface, reinforcing the idea of individuals from all walks of life coming together, not alone but side by side.
The colour palette supports this with a mix of earthy hues drawn from nature and vibrant tones inspired by 1970s feminist artists. Together they express warmth, strength and an inclusive spirit that reflects Tika's commitment to everyone affected by sexual harm.
The Outcome
Tika is a catalyst for change, both personally for every survivor who comes forward, and systemically, for the way justice is pursued and accountability is delivered. We wanted a brand foundation that carried that with a sense of calm authority, shifting the story from shame and isolation to one of justice, strength, community and hope.
Testimonial
Alison Mau
Tika Founder
Tika Founder
I don't have adequate words to express how lucky we were to walk into Previously Unavailable's offices (early days, very rough at pitching! No money!) and walk out with a team like this one. How they work this magic I have no idea and plainly am not supposed to - that's their secret sauce 😎 I can say, though, that this team has taken the toughest job possible and turned it into a beautiful, accessible, welcoming world. I can't recommend them highly enough. They're the best.
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