Australian Gender Equality Council
The Australian Gender Equality Council (AGEC) is the national peak body for gender equality, representing over 500,000 women through 24 member organisations.
As part of Seesaw’s Design for Good program, we repositioned AGEC with a bold new identity that unifies, amplifies and empowers their collective voice. Developed with pro-bono female creatives, the rebrand blends strategic clarity with emotional resonance, providing AGEC with the tools to advocate more effectively, influence policy, and champion equality across workplaces, communities and government.
Creative Direction
Brand Identity
Branding Guide
Printed Collateral
Copywriting
Digital Design
Digital Development
Elise Lampe
Design System
The design system was built on the foundational idea of AGEC as a collective voice, a unifying force advocating for gender equality at work, in the home and across society. Bold typography communicates confidence and urgency. Vibrant colours reflect the energy and diversity of AGEC’s member organisations, and layouts were developed to be flexible and accessible. The existing ribbon symbol, already known within AGEC’s network, was retained and refined to honour its legacy while improving clarity and versatility. Every component of the system was designed to reinforce AGEC’s commitment to human rights, intersectionality and equality, projecting strength and intelligence at every touchpoint.
Comprehensive Toolkit
To support AGEC’s volunteer-based structure and broad coalition of members, we created a comprehensive, digital-first brand toolkit. This includes logo variations, visual guidelines, social templates, presentation tools, photography, illustrations and tone of voice resources. The toolkit enables consistency without complexity, allowing each member organisation to reflect their connection to AGEC while maintaining their own voice. Usability was key, ensuring the brand could be applied intuitively by people with varying skill levels. Designed with accessibility, diversity and scalability in mind, the toolkit empowers AGEC’s network to advocate with confidence and cohesion, amplifying a collective voice grounded in evidence, advocacy and inclusion.
Results
The rebrand has strengthened AGEC’s position as the national voice for gender equality in Australia. With a revitalised identity, the organisation now communicates with clarity, credibility and cohesion, enabling stronger engagement across its 24 member organisations and growing reach with the public. The inclusive visuals and messaging have resonated widely, helping AGEC better reflect the lived experiences of women across all sectors of society. The toolkit has been embraced by members, enabling shared storytelling and stronger alignment. This new identity ensures AGEC can continue to speak to power, advocate for a National Gender Equality Act and drive lasting, systemic change.
