WLA rebrand
WLA rebrand
WLA rebrand
A full brand transformation to unify, simplify, and strengthen WLA’s identity.
A full brand transformation to unify, simplify, and strengthen WLA’s identity.
A full brand transformation to unify, simplify, and strengthen WLA’s identity.
Branding
Branding
Branding
Web design
Web design
Web design
Templates
Templates
Templates
United Under One Purpose
United Under One Purpose
United Under One Purpose
The Opportunity
The Opportunity
The Opportunity
After 20 years of empowering leaders, Women & Leadership Australia (WLA) needed to reflect on its achievements and build a more cohesive brand to support its future ambitions.
After 20 years of empowering leaders, Women & Leadership Australia (WLA) needed to reflect on its achievements and build a more cohesive brand to support its future ambitions.
As the organisation expanded across new markets and developed a range of high-impact offerings, many of its initiatives evolved independently. Some even with their own standalone identities and websites. This fragmented brand landscape made it harder to tell a unified story. The rebrand set out to bring clarity and connection across every channel, repositioning WLA as a central, national platform for leadership development and equity in Australia.
As the organisation expanded across new markets and developed a range of high-impact offerings, many of its initiatives evolved independently. Some even with their own standalone identities and websites. This fragmented brand landscape made it harder to tell a unified story. The rebrand set out to bring clarity and connection across every channel, repositioning WLA as a central, national platform for leadership development and equity in Australia.
As the organisation expanded across new markets and developed a range of high-impact offerings, many of its initiatives evolved independently. Some even with their own standalone identities and websites. This fragmented brand landscape made it harder to tell a unified story. The rebrand set out to bring clarity and connection across every channel, repositioning WLA as a central, national platform for leadership development and equity in Australia.
From Four Brands to One Purposeful Platform
From Four Brands to One Purposeful Platform
From Four Brands to One Purposeful Platform
The Rationale
The Rationale
The Rationale
The rebrand followed a major restructure that brought together four distinct brands under the Women & Leadership Australia name. Each with its own legacy, focus, and audience.
The rebrand followed a major restructure that brought together four distinct brands under the Women & Leadership Australia name. Each with its own legacy, focus, and audience.
The rebrand followed a major restructure that brought together four distinct brands under the Women & Leadership Australia name. Each with its own legacy, focus, and audience.
To reflect this unification, I retained WLA’s signature red while reworking the colours of ASAM, NESLI and GPSL into a soft, wavy gradient used across the new identity. These fluid lines became a key design motif, symbolising connection, progress and inclusivity, and helping position WLA as a national reference point for leadership and equity.
To reflect this unification, I retained WLA’s signature red while reworking the colours of ASAM, NESLI and GPSL into a soft, wavy gradient used across the new identity. These fluid lines became a key design motif, symbolising connection, progress and inclusivity, and helping position WLA as a national reference point for leadership and equity.
To reflect this unification, I retained WLA’s signature red while reworking the colours of ASAM, NESLI and GPSL into a soft, wavy gradient used across the new identity. These fluid lines became a key design motif, symbolising connection, progress and inclusivity, and helping position WLA as a national reference point for leadership and equity.
A Foundation for Consistency and Culture
A Foundation for Consistency and Culture
A Foundation for Consistency and Culture
The Brand System
The Brand System
The Brand System
I developed a brand guideline to unify WLA visually and culturally. Not only to set design standards, but to empower the broader team to take ownership and help shape the brand from within.
I developed a brand guideline to unify WLA visually and culturally. Not only to set design standards, but to empower the broader team to take ownership and help shape the brand from within.
I developed a brand guideline to unify WLA visually and culturally. Not only to set design standards, but to empower the broader team to take ownership and help shape the brand from within.
The brand guideline laid the foundation for consistent, future-ready design across the organisation. More than a visual toolkit, it became a reference point for how we communicate, clarifying tone of voice, design principles and core values. It helped define WLA as inclusive, resolute, modern and dynamic. Just as importantly, it created space for others within the company to actively participate in shaping the brand, ensuring it remains authentic and representative of the people behind it.
The brand guideline laid the foundation for consistent, future-ready design across the organisation. More than a visual toolkit, it became a reference point for how we communicate, clarifying tone of voice, design principles and core values. It helped define WLA as inclusive, resolute, modern and dynamic. Just as importantly, it created space for others within the company to actively participate in shaping the brand, ensuring it remains authentic and representative of the people behind it.
The brand guideline laid the foundation for consistent, future-ready design across the organisation. More than a visual toolkit, it became a reference point for how we communicate, clarifying tone of voice, design principles and core values. It helped define WLA as inclusive, resolute, modern and dynamic. Just as importantly, it created space for others within the company to actively participate in shaping the brand, ensuring it remains authentic and representative of the people behind it.
Modular Design
Modular Design
Modular Design
The Collateral
The Collateral
The Collateral
I created a flexible, modular system to standardise over 20 brochures while allowing for variation in length and content. Built on real team feedback and common customer questions, the new structure makes information easier to find and faster to produce. This same clarity now extends to our digital communications, with impact-focused language.
I created a flexible, modular system to standardise over 20 brochures while allowing for variation in length and content. Built on real team feedback and common customer questions, the new structure makes information easier to find and faster to produce. This same clarity now extends to our digital communications, with impact-focused language.
I created a flexible, modular system to standardise over 20 brochures while allowing for variation in length and content. Built on real team feedback and common customer questions, the new structure makes information easier to find and faster to produce. This same clarity now extends to our digital communications, with impact-focused language.
Design in Everyone’s Hands
Design in Everyone’s Hands
Design in Everyone’s Hands
Templates
Templates
Templates
To make the brand usable across the organisation, I developed a suite of accessible templates in Word, PowerPoint, Canva and email.
To make the brand usable across the organisation, I developed a suite of accessible templates in Word, PowerPoint, Canva and email.
To make the brand usable across the organisation, I developed a suite of accessible templates in Word, PowerPoint, Canva and email.
These tools empower non-designers and external collaborators to create consistent, on-brand materials with confidence. By enabling teams to handle day-to-day communication needs independently, the templates reduce bottlenecks and free up the design department to focus on more strategic work. From faculty-led documents to staff email signatures, every element reinforces a shared, unified identity.
These tools empower non-designers and external collaborators to create consistent, on-brand materials with confidence. By enabling teams to handle day-to-day communication needs independently, the templates reduce bottlenecks and free up the design department to focus on more strategic work. From faculty-led documents to staff email signatures, every element reinforces a shared, unified identity.
These tools empower non-designers and external collaborators to create consistent, on-brand materials with confidence. By enabling teams to handle day-to-day communication needs independently, the templates reduce bottlenecks and free up the design department to focus on more strategic work. From faculty-led documents to staff email signatures, every element reinforces a shared, unified identity.
Word template
Word template
PowerPoint template
PowerPoint template
