Championing women and families.
Services
Brand, Strategy, Environment
Client
Good Shepherd
Good Shepherd has long been a trusted presence in the lives of women, girls, and families — an organisation addressing some of the most pressing contemporary issues facing Australian communities. When the time came to refresh their brand for a new era, the challenge was to honour that legacy while giving it a voice as bold and purposeful as the work itself.
At the heart of the identity — quite literally — is the organisation's iconic heart symbol, globally understood as a mark of care. We refreshed it thoughtfully, retaining its recognisable warmth while bringing it forward with renewed confidence. Strong portrait photography sits alongside a vibrant colour palette, reflecting brand values of zeal and audacity, and placing the people behind the programs firmly at the centre of the story.
The visual identity embodies the organisation's vision — that all women, girls, and families are safe, strong, and connected. Following the rebrand, we extended the work into environmental signage guidelines for both client-facing premises and the Melbourne CBD head office, ensuring the new identity was expressed with consistency and care at every touchpoint.
