This damsel
isn’t in distress

The Damsel in Distress is a cultural motif where a maiden gets saved from a villain by a male hero. For an Ancient Greek example, see Perseus cutting off Medusa’s head to rescue Andromeda, chained to a rock. But what if there was nothing there but the damsel and the rock?


In that case it’d be more like the scenario in the film Moscow Doesn’t Believe in Tears. You shouldn’t just wait, you have to do something, and never forget that there are places where you can get help. You’re going to get through this. These are the principles behind Alexandra — a charitable foundation working to support non-profit programmes on women’s health, education, and protection from domestic violence. Make a move! — as the slogan says.

Nike of Samothrace, c. 190 BC
“Greta Garbo on vacation” by Martin Munkacsi , 1932

Each programme has a slightly different sign, though they are all joined together by a simultaneous lightness and monumentality. The sculpture of Nike, the Greek goddess of victory, is a source of strength; something also reflected in the font used. The picture of Greta Garbo under an umbrella is where the femininity and weightlessness come from.

The theme of taking the first step and the sparkles are what unite the variety of the signs; this simply symbolises the walk to a happy ending and the wonder of a future clear of storm clouds.


Deliverables: Identity, logo, keyvisual and merchandise.