A New Beginning for Peace Over Violence


The Story

Formerly Los Angeles Commission on Assaults Against Women (LACAAW), Peace Over Violence embarked on a great challenge to rebrand its name and identity while “not losing a single survivor, donor or volunteer” during the transition. We worked with POV’s staff and branding team to manage a smooth transition through a series of timed, audience-specific announcements, branding and communications training, and high-visibility public events created to engage new interest and sustain committed support from stakeholders of the former LACAAW.


  • Provided communications consultation to support the branding campaign for Peace Over Violence
  • Helped draft and edit key messages and media kit materials, handled media relations, and identified opportunities to promote the organization and its mission to key partners. 
  • Conducted media and message training for staff and board members


Through high-concept branding strategies and open discussions about the meaning and implications of the change, the transition goals were met. The name change received widespread favorable response; employees and board members’ fears arising from the prospect of change were allayed; and the built-in messaging and inherent perspective shift commenced with the official announcement of the new brand identity: Peace Over Violence. Since the change, we have provided consultation to help Peace Over Violence develop and expand the Denim Day campaign, an annual event in which people are encouraged to wear jeans/denim in order to raise awareness of rape and sexual assault.