QVWC approached Willett to create a new visual identity and website. We used our diverse suite of skills to discover, build and raise awareness of their new brand, promote their spaces for hire and new retail shop. Without a defined brand identity we took a holistic approach, including research, staff interviews and detailed briefs to help the client clarify their objectives and audience. This was the first step in the relaunch the QVWC, designed to reposition it as an iconic destination for the women and gender-neutral people of Victoria.

Starting with a  a new look and feel we designed a new logo, taking inspiration from the Edwardian era badges of the Queen Victoria Women’s Hospital, which referenced their building’s past. The final product was playful and approachable with an inclusive feel. A different font was chosen for the letter “Q” in the logo – this was a conscious nod to difference, a visual representation of the breadth of the QVWC audience especially LGTBQI communities. Applications were designed for digital, print and signage, with a suite of supplementary colours and fonts to allow QVWC maximum flexibility.

The most important channel for the roll out of the visual identity was the new website. Willett drew on 20 years’ experience of website builds, and 30 years in project management and delivered a colourful and responsive site with improved navigation and functionality. Throughout the build we kept longevity and accessibility top of mind. It was important that the QVWC could easily update the site themselves, and we held training sessions with the client so they were confident managing it. The new site houses podcasts, community information, exhibition information, interviews with leading women and information about the venues which were easy to find and book.

Once we had completed the rebrand and website we developed a digital communications strategy. We used the QVWC’s new identity, and drew on our expertise in social media and knowledge of their audience to not only raise awareness but build an engaged following on Instagram. They now have over 6500 followers on both their main and QVWCShop! Instagram accounts. Our research-driven, strategic and multifaceted approach means their new brand identity was not only a success internally and externally, it also has longevity and can grow and adapt with the organisation.