Women's and Girls' Emergency Centre
Helping women take control of the narrative on an issue disproportionately impacting women.
Women’s and Girls Emergency Centre (WAGEC) is an organisation who offers shelter and support services to women and children who are at-risk and victims of domestic violence and homelessness. It’s been over 40 years since the Sydney based not-for-profit was founded by Jeanne Devine. Fast forward to now, and whilst there is a greater consciousness and global awareness around women’s rights and equality with the ‘MeToo’ movement, many things have stayed the same or gotten worse with regard to gender violence.
Not-for-profit Brand Strategy Brand Identity Brand Voice Illustration
Women's and Girls' Emergency Centre
Helping women take control of the narrative on an issue disproportionately impacting women.
Women’s and Girls Emergency Centre (WAGEC) is an organisation who offers shelter and support services to women and children who are at-risk and victims of domestic violence and homelessness. It’s been over 40 years since the Sydney based not-for-profit was founded by Jeanne Devine. Fast forward to now, and whilst there is a greater consciousness and global awareness around women’s rights and equality with the ‘MeToo’ movement, many things have stayed the same or gotten worse with regard to gender violence.
Not-for-profit Brand Strategy Brand Identity Brand Voice Illustration
Women's and Girls' Emergency Centre
Helping women take control of the narrative on an issue disproportionately impacting women.
Women’s and Girls Emergency Centre (WAGEC) is an organisation who offers shelter and support services to women and children who are at-risk and victims of domestic violence and homelessness. It’s been over 40 years since the Sydney based not-for-profit was founded by Jeanne Devine. Fast forward to now, and whilst there is a greater consciousness and global awareness around women’s rights and equality with the ‘MeToo’ movement, many things have stayed the same or gotten worse with regard to gender violence.
Not-for-profit Brand Strategy Brand Identity Brand Voice Illustration
AN AUSTRALIAN CRISIS, BY THE NUMBERS...
#1 cause
of homelessness for Australian women is domestic violence.
1 woman a week
is murdered by a current or former partner in Australia, on average.
279,000 requests
for assistance from homelessness services were made by Australians in 2015, 60% of those requests came from women.
Every 2 minutes
Australian police are called to respond to a domestic violence situation, on average.
Strength in crisis
WAGEC aims to raise awareness around domestic violence leading to homelessness, and provide hope and shelter for those in need. They go against the prevailing view that women in need are powerless victims, when in fact they are empowered survivors. The organisation is striking a clear stance around this misunderstood area, harking back to its grassroots beginnings. WAGEC is about women supporting women. The identity responds to the greater community of women and drives a conversation and understanding about supporting each other and building a community of assistance. The new logo responds to the urgency of their work, a shelter that points women to that critical piece of information in times of need – their contact details.
Strength in crisis
WAGEC aims to raise awareness around domestic violence leading to homelessness, and provide hope and shelter for those in need. They go against the prevailing view that women in need are powerless victims, when in fact they are empowered survivors. The organisation is striking a clear stance around this misunderstood area, harking back to its grassroots beginnings. WAGEC is about women supporting women. The identity responds to the greater community of women and drives a conversation and understanding about supporting each other and building a community of assistance. The new logo responds to the urgency of their work, a shelter that points women to that critical piece of information in times of need – their contact details.
Strength in crisis
WAGEC aims to raise awareness around domestic violence leading to homelessness, and provide hope and shelter for those in need. They go against the prevailing view that women in need are powerless victims, when in fact they are empowered survivors. The organisation is striking a clear stance around this misunderstood area, harking back to its grassroots beginnings. WAGEC is about women supporting women. The identity responds to the greater community of women and drives a conversation and understanding about supporting each other and building a community of assistance. The new logo responds to the urgency of their work, a shelter that points women to that critical piece of information in times of need – their contact details.
Women in the picture
Like any not-for-profit, the ability to communicate visually is key to building awareness and understanding of their services, WAGEC avoids the usual tropes of charity photography and the often generic stock imagery of shelters – used in order to protect and respect the anonymity of the people who have relied on the services of the shelter, Instead, the organisation is using contemporary illustration as a key aspect of the brand. ‘We’re the Women’ is the art exhibition that celebrates the heart of WAGEC - women supporting women. 16 leading female illustrators from around Australia have each donated a bespoke artwork that celebrates WAGEC’s approach to working with women and families in crisis. Signed and numbered high-quality art prints, as well as small-batch poster prints, are available online at wagec.org.au. These images will also be used as part of the imagery library for the brand across applications.
Women in the picture
Like any not-for-profit, the ability to communicate visually is key to building awareness and understanding of their services, WAGEC avoids the usual tropes of charity photography and the often generic stock imagery of shelters – used in order to protect and respect the anonymity of the people who have relied on the services of the shelter, Instead, the organisation is using contemporary illustration as a key aspect of the brand. ‘We’re the Women’ is the art exhibition that celebrates the heart of WAGEC - women supporting women. 16 leading female illustrators from around Australia have each donated a bespoke artwork that celebrates WAGEC’s approach to working with women and families in crisis. Signed and numbered high-quality art prints, as well as small-batch poster prints, are available online at wagec.org.au. These images will also be used as part of the imagery library for the brand across applications.
Women in the picture
Like any not-for-profit, the ability to communicate visually is key to building awareness and understanding of their services, WAGEC avoids the usual tropes of charity photography and the often generic stock imagery of shelters – used in order to protect and respect the anonymity of the people who have relied on the services of the shelter, Instead, the organisation is using contemporary illustration as a key aspect of the brand. ‘We’re the Women’ is the art exhibition that celebrates the heart of WAGEC - women supporting women. 16 leading female illustrators from around Australia have each donated a bespoke artwork that celebrates WAGEC’s approach to working with women and families in crisis. Signed and numbered high-quality art prints, as well as small-batch poster prints, are available online at wagec.org.au. These images will also be used as part of the imagery library for the brand across applications.
“I had realised this time how much confusion was in the homeless scene. Homeless women had very few places to go for assistance and advice, this would have been a very strong base for women.”
— Jeanna Devine, WAGEC Founder, 1977
“I had realised this time how much confusion was in the homeless scene. Homeless women had very few places to go for assistance and advice, this would have been a very strong base for women.”
— Jeanna Devine, WAGEC Founder, 1977
“I had realised this time how much confusion was in the homeless scene. Homeless women had very few places to go for assistance and advice, this would have been a very strong base for women.”
— Jeanna Devine, WAGEC Founder, 1977
“We stand for gender equity, social justice, the elimination of gendered based violence in our community and the safety and security for all women and children. Our new brand and direction has been created with respect and collaboration, it most importantly will allow Women’s and Girls’ Emergency Centre to amplify our voice in the community to raise awareness for things that matter to us, to all of us. Through this journey we have made lifelong friends with the team at For the People, they have become part of our journey, our history.”
— Helen Silvia, Chief Executive Officer
“We stand for gender equity, social justice, the elimination of gendered based violence in our community and the safety and security for all women and children. Our new brand and direction has been created with respect and collaboration, it most importantly will allow Women’s and Girls’ Emergency Centre to amplify our voice in the community to raise awareness for things that matter to us, to all of us. Through this journey we have made lifelong friends with the team at For the People, they have become part of our journey, our history.”
— Helen Silvia, Chief Executive Officer
“We stand for gender equity, social justice, the elimination of gendered based violence in our community and the safety and security for all women and children. Our new brand and direction has been created with respect and collaboration, it most importantly will allow Women’s and Girls’ Emergency Centre to amplify our voice in the community to raise awareness for things that matter to us, to all of us. Through this journey we have made lifelong friends with the team at For the People, they have become part of our journey, our history.”
— Helen Silvia, Chief Executive Officer
“Our new brand and direction has been created with respect and collaboration, it most importantly will allow Women’s and Girls’ Emergency Centre to amplify our voice in the community to raise awareness for things that matter to us, to all of us. Through this journey we have made lifelong friends with the team at For the People, they have become part of our journey, our history.”
— Helen Silvia, Chief Executive Officer
“Our new brand and direction has been created with respect and collaboration, it most importantly will allow Women’s and Girls’ Emergency Centre to amplify our voice in the community to raise awareness for things that matter to us, to all of us. Through this journey we have made lifelong friends with the team at For the People, they have become part of our journey, our history.”
— Helen Silvia, Chief Executive Officer
“Our new brand and direction has been created with respect and collaboration, it most importantly will allow Women’s and Girls’ Emergency Centre to amplify our voice in the community to raise awareness for things that matter to us, to all of us. Through this journey we have made lifelong friends with the team at For the People, they have become part of our journey, our history.”
— Helen Silvia, Chief Executive Officer
Credits
Recognition
A big thank you to the women supporting women in crisis: Helen, Ruth, Chloe, Beck, Meredith and the rest of the WAGEC team.
You show immense strength, resilience and empathy every single day — and we're not surprised that translated into an embrace of bold and impactful creative choices.
Strategy
Amanda Gordon
Design
Jason Little, Bec Cini, Mel Baillache, Ilana Bodenstein
Account
Nichole Donovan
Artists
Alexis Winter
Candy Ng
Carla McRae
Charlotte Allingham
Elin Matilda Andersson
Ellen Porteus
Freda Chiu
Georgia Perry
Haein Kim
Jess Cruickshank
Jessica Meyrick
Joy Li
Ilana Bodenstein
Michelle Pereira
Nani Puspasari
Rebecca Enya Lourey
Awards
AGDA
Awards
Pinnacle – Design for Good (Social & Community)
Distinction – Branding (Small Business)
Distinction – Design Crafts (Illustration for Design)
Merit – Corporate Identity (Logos & Trademarks)
Best Design Awards
Gold – Small Brand Identity (Cultural)
Bronze –Design Craft (Illustration)Featured
Campaign Brief
B&T
Brand NewWebsite
www.wagec.org.au
Credits
Recognition
A big thank you to the women supporting women in crisis: Helen, Ruth, Chloe, Beck, Meredith and the rest of the WAGEC team.
You show immense strength, resilience and empathy every single day — and we're not surprised that translated into an embrace of bold and impactful creative choices.
Strategy
Amanda Gordon
Design
Jason Little, Bec Cini, Mel Baillache, Ilana Bodenstein
Account
Nichole Donovan
Artists
Alexis Winter
Candy Ng
Carla McRae
Charlotte Allingham
Elin Matilda Andersson
Ellen Porteus
Freda Chiu
Georgia Perry
Haein Kim
Jess Cruickshank
Jessica Meyrick
Joy Li
Ilana Bodenstein
Michelle Pereira
Nani Puspasari
Rebecca Enya Lourey
Awards
AGDA
Awards
Pinnacle – Design for Good (Social & Community)
Distinction – Branding (Small Business)
Distinction – Design Crafts (Illustration for Design)
Merit – Corporate Identity (Logos & Trademarks)
Best Design Awards
Gold – Small Brand Identity (Cultural)
Bronze –Design Craft (Illustration)Featured
Campaign Brief
B&T
Brand NewWebsite
www.wagec.org.au
A big thank you to the women supporting women in crisis: Helen, Ruth, Chloe, Beck, Meredith and the rest of the WAGEC team.
You show immense strength, resilience and empathy every single day — and we're not surprised that translated into an embrace of bold and impactful creative choices.
Strategy
Amanda Gordon
Design
Jason Little, Bec Cini, Mel Baillache, Ilana Bodenstein
Account
Nichole Donovan
Artists
Alexis Winter
Candy Ng
Carla McRae
Charlotte Allingham
Elin Matilda Andersson
Ellen Porteus
Freda Chiu
Georgia Perry
Haein Kim
Jess Cruickshank
Jessica Meyrick
Joy Li
Ilana Bodenstein
Michelle Pereira
Nani Puspasari
Rebecca Enya Lourey
Recognition
Awards
AGDA
Awards
Pinnacle – Design for Good (Social & Community)
Distinction – Branding (Small Business)
Distinction – Design Crafts (Illustration for Design)
Merit – Corporate Identity (Logos & Trademarks)
Best Design Awards
Gold – Small Brand Identity (Cultural)
Bronze –Design Craft (Illustration)Featured
Campaign Brief
B&T
Brand NewWebsite
www.wagec.org.au
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity