GOOD SHEPHERD


Supporting women and girls to thrive


Design Democracy worked with Good Shepherd on a new brand that captures the spirit of their crucial work addressing the contemporary issues facing women, girls and families.








The new identity invites the people behind the programs to the fore, supporting the vision that all women, girls and families are safe, well, strong and connected. Strong, black and white photography juxtaposes with a bright colour palette within icons and type, demonstrating brand values like “zeal” and “audacity” with confidence.

The organisation’s logo has long-featured a heart symbol – globally understood for its reference to care. Leveraging their reputation of service to the community, we refreshed the logo for a new era. With subtle reference to two, interlocked shepherd’s crooks, the heart is bright and memorable – and at times animated for dynamic impact.

To unify disparate in-house brand extensions, we developed different versions of the heart in various colour combinations. These allow discrete programs like No Interest Loans and Good Shepherd Insurance to occupy distinct campaign territories without straying far from the parent brand.
Bright, simple icons have been developed to work alongside the mark, which will ease visitor navigation in digital and real world environments. The icon suite also serves to further unify the many and varied services that naturally evolve over the years within the walls of responsive service organisations.

Good Shepherd’s vision is that all women, girls and families are safe, well, strong and connected. Our environmental graphics capture the spirit of this change state. Murals, banners and site signage are on proud display in Good Shepherd service hubs.











 The heart is bright and memorable, unifying disparate sub-brands.













Bright, simple icons have been developed to work alongside the mark.












Our environmental graphics capture the spirit of the brand, supporting women and girls to thrive.









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Design Democracy meets and works on Taungurung, Dja Dja Wurrung and Wurundjeri Woi Wurrung lands. We pay our respect to the traditional custodians past, present and emerging, and support their endeavours and autonomy.

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