From its beginning in 1989, Engender Equality, formerly SHE (Support, Help, Empowerment), has existed as a not-for-profit organisation primarily offering pre and post-crisis support to Tasmanian women affected by family violence.
With a strong sense of identity and history, they were at a crossroads as they entered their fourth decade in service and recognised the need to create a new identity while still holding true to the heart of what they stood for and delivered.
While wanting to have a stronger presence in the market place, they understood that without more funding, they would be unable to meet the already high demand for their services. Additionally, while still providing counselling services as a core offering, they were aware of the need to push beyond boundaries and become a cause-related leader in advocacy and prevention of family violence – to empower a movement of change. To do this, Engender Equality needed to attract more significant long-term funding streams, primarily from the government.
Engender Equality is passionate about the cause of liberating people into their basic human rights and stands to become a position of authority in the area of family violence.
When Engender Equality first approached us as 'SHE', they presented their new name meaning to cause or give rise to equality. We undertook a brand workshop in order to deliver a brand strategy, followed by a brand redevelopment and web development which was launched in 2018.