Sherele Moody has spent years documenting every woman and child killed through violence in Australia. Not just numbers. Names. Stories. Faces. She built something the country didn’t have and desperately needed, but the brand holding it together wasn’t doing the work justice.
Full brand strategy, brand architecture, visual identity, and audience profiling, in collaboration with Rebekah Yock from The Source Insight (qualitative research).
The work was already amazing. The brand wasn’t communicating it.
When we came in, we found:
- No clear brand architecture to explain the three distinct pillars of what Sherele does
- A name, ‘The Red Heart Campaign’, that psychologically positioned it as something you support from the outside rather than belong to
- A visual identity that didn’t carry the weight of the mission
- No documented voice, values, or messaging framework to guide how the work was communicated
Sherele knew exactly what she was doing. The people encountering it for the first time had no way of knowing what they were looking at, or how to be part of it.
A campaign is something you support. A movement is something you belong to. And when people belong to something, behaviour changes automatically. They don’t need reminders or incentives. They just show up.
And that is exactly what Sherele was already doing.
We started with research.
- Working alongside Rebekah Yock from The Source Insight, we conducted qualitative interviews across three groups: people who had never heard of Sherele, existing followers, and families she directly supports. What came back shaped everything. The mission resonated deeply once people understood it. The gap was in how it was being communicated and structured.
- From there we built the brand architecture. Three distinct pillars: The Red Heart Movement as the overarching ecosystem, Sherele Moody as the personal brand and public voice, and Australian Femicide Watch as the dedicated documentation platform. Giving each pillar its own identity meant people finally understood what they were engaging with and why.
- The name change from Campaign to Movement was deliberate and psychological. Campaigns are temporary. Movements are collective. One small word, but the shift in belonging it creates is enormous. It’s the difference between donating and showing up.
- We worked with Sherele to pen her values, voice, core messaging and tone principles. Because when the subject matter is this serious, every word either reinforces the mission or dilutes it. There’s no neutral.
- The visual identity had to hold all of that. Bold enough to stop a scroll. Precise enough to carry weight. Sensitive enough to honour the women and children being documented. Crimson, black, white. Typography that commands attention. A graphic system built for both urgency and dignity.
- Imagery direction: real, unpolished, human. Protest energy alongside quiet grief. Because the work lives in both.
The Red Heart Movement now looks and feels like what it always was. A platform built around truth, documentation, and the radical act of refusing to let these women be forgotten.
Communities started rallying. People offered time, platforms, signal boosts. Progressive media began referencing the work. Not because they were told to. Because it felt wrong not to.
That’s what happens when a movement finally has a brand that matches its mission.
