Project Overview
A brand built to reflect identity, amplify voice and advocate for equity and inclusion.
Women with Disabilities Victoria (WDV) is a powerful advocate for women and non-binary people with disabilities. They needed a brand to match their influence and the diversity of those they represent.
We created a new identity shaped directly by the community. It is inclusive, authentic and designed to elevate voices too often left out. It centres representation in every detail, from visuals to language, creating pride and connection for those it serves.
We used design as a tool for change.
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
Co-design was not a step. It was the process.
From day one, the project was shaped by lived experience. We worked side by side with WDV’s community to embed inclusion into every element: strategy, language, design and delivery.
The ripple effect became the centrepiece of the visual identity. It symbolises how one voice can create collective change and subtly incorporates the initials W, D and V.
We created an accessibility-first design system, a complete verbal identity and a toolkit to ensure consistency and clarity across platforms.
This is a brand built on meaning — a benchmark for inclusive, community-led identity systems.
Design Challenge
A brand that honours difference, unites purpose and functions with care.
Designing for WDV meant representing a community that is broad, diverse and often underrepresented. The brand needed to balance strength and empathy, feel personal to members, and work across policy, media and grassroots settings.
Accessibility shaped every design choice. Colour, typography and layouts were tested to exceed WCAG standards, making inclusion a foundation rather than an afterthought.
Photography was another challenge. To show true diversity, we created a flexible system using logo-inspired shapes to hold multiple portraits on a page. This allowed many stories to be seen together and fostered a sense of energy and visibility.
The ripple became a unifying symbol — bold enough for Parliament, warm enough for peer groups.
Future Impact
A visible shift in identity, inclusion and leadership.
WDV’s new brand has strengthened its presence, deepened engagement and unified communications across the organisation.
Women and non-binary people with disabilities say the brand reflects who they are — creating a stronger platform for advocacy, visibility and pride.
Key outcomes:
• Increased attendance at programs and events
• More consistent and inclusive media coverage
• Stronger internal clarity and alignment
• Broad adoption of the ripple as a shared identity symbol
This isn’t just a brand that looks inclusive. It’s one that works inclusively and continues to drive impact.
NEXT Futures - Equity & Inclusion
Projects that expand and grow inclusion, integration, diversity and community.
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