One of the biggest challenges was delivering a powerful, professional brand identity for a national advocacy organisation with no formal budget. As a volunteer-run, independently operated body, AGEC needed a brand that could elevate its authority without the resources typically afforded to political or commercial organisations.
Our solution: to take this on as part of Seesaw’s Design for Good program, our BCorp commitment to dedicate a portion of annual income to purpose-driven, pro-bono design projects. We assembled a dream team of female creatives who donated their time and talent to co-create a brand that reflected AGEC’s values and ambition.
Strategically, the challenge was to unify 24 diverse organisations under one banner without diluting their individuality. Visually, we needed to communicate strength and intelligence. And socially, we had to represent women in all their diversity, across age, race, body type, ability and identity, while avoiding tokenism.
Technically, we had to design a digital-first, scalable system that would work across AGEC’s various platforms, publications and member communications, all while ensuring accessibility standards were met. The new brand also had to work with their existing ribbon logomark that had established equity within AGEC’s network. Instead of discarding it, we refined it, preserving brand loyalty while improving clarity and scale.
The outcome was a design system that met every challenge head-on: financially, socially, and strategically. It’s inclusive, usable, representative, and most importantly, powerful.
