Project Overview
A bold new identity for a bold voice in advocacy.
Women with Disabilities Victoria (WDV) is a powerful force for change. The power, impact and diversity of WDV's members weren't reflected in its previous brand. We reimagined their identity from the ground up, building a brand that’s human, grassroots, and authoritative.
Centred on lived experience and designed with care, this brand doesn’t just communicate — it connects, commands attention, and creates pride. It’s a vibrant platform for visibility, inclusion, and leadership.
Project Commissioner
Women with Disabilities Victoria
Project Creator
Team
Cass Mackenzie - Design Director
Sarah Gross - Creative Director
Riley McDonald - Senior Designer
Carla Brain - Senior Designer
Project Brief
From quiet achiever to visible leader.
WDV asked us to reposition their brand to match their evolution, from grassroots beginnings to national influencer. The brief was to celebrate diversity, honour lived experience, and hold authority across government, media, and community spaces.
This wasn’t about refreshing a logo. It was about shifting perceptions, amplifying unheard voices, and creating a brand that resonates with everyone, from members to ministers. A brand built to lead change, not just talk about it.
Project Innovation/Need
Most advocacy brands start with messaging. We built this one on meaning.
In partnership with WDV’s community, we created a brand shaped by lived experience at every stage. Co-design wasn’t a step in the process — it was the process. Every element was informed by real voices to ensure authenticity, clarity, and care.
The ripple effect became a central symbol, representing how individual stories create collective impact. It’s simple, memorable, and grounded in purpose, with the letters W, D and V subtly woven into the design.
We also developed a complete verbal identity, accessibility-first design system, and toolkit to support WDV across every platform and interaction.
This brand goes beyond communication. It creates connection and pride, setting a new benchmark for inclusive, community-led identity systems.
Design Challenge
Balancing authority with empathy and ensuring everyone feels seen.
Disability is not one story; it is many. The brand needed to reflect that richness while uniting grassroots communities and national stakeholders with clarity and cohesion.
Accessibility shaped every design choice. Colour, typography and layouts were rigorously tested to meet and exceed WCAG standards, making inclusion a foundation, not an afterthought.
Representation in imagery was another key challenge. With such broad diversity across disability, gender and identity, no single photo could capture the full picture. We developed a flexible visual system using logo-derived shapes, allowing multiple portraits to be shown together and creating energy, visibility and belonging on every page.
Language also required care. With audiences ranging from peer educators to policymakers, we built a verbal identity with adaptable tone, clarity and respect.
The ripple became a unifying symbol. Bold enough for Parliament, warm enough for the community.
Effectiveness
WDV’s rebrand has transformed how they are seen and how they show up.
The new identity has boosted recognition, increased engagement and created internal clarity. It is used across all platforms, with widespread adoption of the ripple as a powerful community symbol.
Members now say the brand reflects their identities and strengthens their voice. Media and stakeholders engage more consistently. Events are better attended.
Design didn’t just elevate the brand. It empowered the people behind it.
Graphic Design - Identity and Branding - Community
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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