Diversity Council Australia

We established a strategic foundation centred on transforming DCA from an awareness-led reporter into a provider of industry-leading business intelligence. We framed the core challenge around bridging human-centred advocacy with pragmatic B2B leadership – setting performance-based objectives to scale member reach, diversify revenue streams, and amplify research influence across the Australian workforce.

We conducted extensive stakeholder engagement and lived experience research to ground the creative process in authentic workplace realities. By exploring the perspectives of employees, organisational leaders, and decision-makers, we identified a vital need for DCA to lead more impactful, uncomfortable national conversations while providing accessible, evidence-based tools for its member network.

We developed a brand narrative centred on the positioning: "The Courageous Voice for a Stronger Society." This strategic response merges research rigour with conviction – positioning DCA as an empathetic peak body that breaks down complex evidence into actionable workplace steps, empowering Australian organisations to move beyond the status quo.

We translated the strategy into a bold, symbolic visual expression that moves away from literal corporate tropes. Featuring custom, outward-pushing letterforms that symbolise momentum, determination, and breakthrough, the revitalised identity system – supported by brand guidelines, digital consultation, and launch video assets—gives DCA the authority and gravitas to lead nationwide change.