For more than four decades, Illawarra Women’s Health Centre has supported women through trauma-informed healthcare, counselling, advocacy and education. As its expertise in preventing domestic, family and sexual violence continued to grow, the organisation identified an opportunity to extend its impact beyond the community sector and into Australian workplaces.
This vision became Workplaces for Change—a new training and advisory program designed to equip organisations with the knowledge and practical tools to better respond to domestic, family and sexual violence in the workplace.
The challenge wasn’t simply launching a new service. It was creating a brand that could confidently engage business audiences while remaining connected to the trust, credibility and values of the parent organisation. The program needed to feel professional, practical and commercially relevant, without losing sight of the human impact at the heart of its mission.
What we delivered
brandkinder Alex led the strategic development of the new brand, beginning with audience research, market analysis and positioning to identify where Workplaces for Change could create meaningful differentiation.
The strategy established a clear value proposition that spoke directly to employers, HR leaders and organisational decision-makers, framing workplace safety not simply as a compliance obligation but as an opportunity to create healthier, more supportive workplaces.
Building on this strategic foundation, we developed the complete visual identity, including the logo, colour palette, typography, graphic elements and brand guidelines. Every design decision was intentionally crafted to communicate confidence, empathy and professionalism, balancing the seriousness of the subject matter with an optimistic vision for positive organisational change.
To support activation, the project also mapped the customer journey and developed a communications framework, providing practical guidance for introducing the program to market and engaging future clients.
The outcome
Workplaces for Change launched with a distinct strategic position and visual identity that gave the program immediate credibility in the corporate sector while remaining authentically connected to the Illawarra Women’s Health Centre’s purpose and reputation.
The organisation now has a cohesive brand system that clearly communicates its expertise, supports future marketing activities and provides a scalable platform for business development. More importantly, the team gained a shared understanding of how to articulate the program’s value to employers and position workplace training as an investment in both people and organisational culture.
