SOCIAL JUSTICE
FOR WOMEN
& GIRLS
Good Shepherd
Brand • Brand Strategy • Brand Architecture • Campaigns • Environmental Design
Design Democracy worked with Good Shepherd on a new brand that captures the spirit of their work addressing the contemporary issues facing women, girls and families. 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 heart symbol for a new era.
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The visual identity invites the people behind the programs to the fore, supporting the vision that all women, girls and families are safe, strong and connected. Strong portrait photography juxtaposes with a bright colour palette, demonstrating brand values such as zeal and audacity. Following the rebrand we created environmental signage guidelines for both client-facing premises and the Melbourne CBD head office.
