First and foremost, we do not want a roof or house image in our logo.
Harbor House opened in 1976 as a safe haven for survivors of domestic
abuse. Today, innovation and evolution have transformed Harbor House
into a significant resource that makes the agency so much more than a
shelter – the only state-certified one in Orange County Florida.
Harbor House takes a holistic approach – blending intervention,
awareness and prevention – to end domestic abuse. We adopt programs
whose effects can be measured and analyzed, and most importantly,
replicated. Our focus on community-wide systemic and social change to
strengthen families and make communities safer has put us at the
forefront of domestic abuse highlighted by the following features:
• A 110-bed Emergency Shelter open 24 hours a day, 365 days a year,
for women, men and children who are survivors of domestic abuse.
• A community promise to never turn away any survivor who seeks
• The only domestic abuse center in the state of Florida with a
day-care and a kennel, essential elements to ensure that all family
members will be safe and can heal and thrive.
• A 24-hour crisis hotline that answers more than 6,400 calls a
year, a soothing voice of hope with a wealth of resources for those in
• Legal advocacy at the courthouse 24/7 to help survivors with
injunctions and other court services.
• Outreach with a bedrock of counseling, education, safety planning
and community-based housing.
• Prevention that begins as early as pre-K, continuing through high
school, teaching about healthy relationships, bullying and safe
Today, Harbor House is a dynamic community resource – and we want a
branding and messaging to capture the powerful and positive programs
at the heart of the agency, and to propel its prominence and
Simply put, we want the rebranding of Harbor House to help change the
community conversation so that domestic abuse is less stigmatized and
more openly discussed, not as a family matter but a community problem
that must be addressed from all angles. In other words, a change when
domestic abuse can be talked about as openly as breast cancer.
Ideally, this rebranding will help change perceptions in the community
so that survivors are seen as prisoners in their own home, not being
able to leave at any time – and that when they leave, they are not
seen as homeless but as refugees. Such a shift in perceptions would
deem domestic abuse as a leading cause of problems for children
(mental/educational/behavioral deficiencies, teenage pregnancy,
truancy, and criminal behaviors, and as the root of intergenerational
abuse, with youngsters learning to be the abuser or the abused).
With rebranding and this change in culture, we expect more survivors
to take advantage of our breadth of services; engage more active
bystanders (first responders, health-care professionals and faith
leaders) to recognize domestic abuse, respond to it effectively and
refer survivors to safety; engage more businesses to focus on domestic
violence in the workplace and keep communities safer; and increase
Harbor House’s influence with community initiatives and public
We want the rebrand to include targeted materials for our
multicultural community, to extend the conversation to all
socioeconomic groups. We want to keep people informed and engaged
about what we’re doing, targeting our message to the right people at
the right time – and to make Harbor House the epicenter of
prevention and awareness. We want to position Harbor House in a way
that strengthens us as the subject matter expert in Central Florida
– and beyond. We want a rebrand to enhance Harbor House as a source
of trust, which equates to a more attractive option to survivors in
crisis – and to potential donors who could support us.