Design Democracy worked with Good Shepherd on a 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 portrait photography juxtaposes with a bright colour palette within icons, illustrations 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 a subtle historic reference to two interlocked shepherd’s crooks, the heart logo is optimistic, bright and memorable.

We designed environmental signage for both client-facing premises and the Melbourne CBD head office. The signage at both sites champions Good Shepherd clients, depicting them in states of empowerment. For staff, the message is also clear: this is a workplace to be proud of.