Australian Gender Equality Council

Despite AGEC’s critical advocacy work, their previous brand lacked cohesion, visibility and emotional impact. As a volunteer-run, non-government organisation reliant on pro bono contributions, AGEC needed a rebrand to elevate its credibility, unify its members, and clarify its positioning as an authoritative national voice. Our challenge lay in creating a compelling brand on a minimal budget that reflected academic rigour and grassroots momentum, and that would resonate across diverse sectors. Equally, we needed to address inclusivity: representing the diversity of women in Australia, across race, age, ability and lived experience, without defaulting to clichéd or tokenistic visual language.

Building on our strategic repositioning of AGEC as “A collective voice”, we retained the organisation’s ribbon symbol, refining it for clarity, and built a contemporary design toolkit encompassing bold typography, inclusive imagery and a visual language inspired by iconic feminist publications. Custom illustration and photography brought emotional depth and authenticity, all created entirely pro bono by award-winning female creatives. The design process was deeply collaborative, combining strategy, storytelling and craft to develop a brand that represents AGEC’s qualities: intelligent, active and proud. With a strong and unified brand, AGEC’s vital work can continue with clarity, consistency and confidence.

The rebrand has transformed AGEC’s public perception, boosting member pride, improving engagement and strengthening government credibility. The new visual identity delivers social impact by celebrating inclusivity, embracing intersectionality and projecting confidence and rigour. Through intelligent storytelling and accessible design, AGEC communicates with greater clarity and power, energising its network of over 500,000 women. From a sustainability perspective, the brand prioritises digital-first communication. Commercially, this renewed clarity has improved AGEC’s ability to attract funding, media exposure, and policy influence, ensuring that its collective voice continues to advocate effectively for a fairer, more gender-equal Australia.

At the heart of this rebrand is “a collective voice”— the idea that many diverse voices, when unified, can drive systemic change. Our brand strategy and design language were built around this platform. Key features include: • Refined Ribbon Mark: Retained for continuity, the ribbon was finessed for visual clarity and improved scalability. Bold Typography: A modern type system that is strong, legible and confident—designed to command attention in policy papers and social campaigns alike. • Colour Palette: Vibrant and energetic, yet also grounded, reflecting the diversity of AGEC’s member organisations and the urgency of their mission. • Visual Language: Graphic elements draw on the legacy of feminist publishing, infusing the brand with heritage and activism. Inclusive Photography: Directed by Seesaw’s Merren Spink and captured by Alexandrena Parker, the photography authentically celebrates diversity in age, race, body type and ability. • Bespoke Illustration: Created by Cassie Brock and Elise Lampe, the ownable illustrations further embed representation and narrative depth. • Digital-First Assets: Designed to be agile and accessible, supporting internal communications and public-facing advocacy. Collectively, these elements communicate AGEC’s purpose with emotional resonance, clarity and pride, elevating their ability to influence the national conversation on gender equality.