For an Equal Australia
Changing Myer’s logo in support of same-sex marriage.
The Thinking: Australia was heading into a same-sex marriage plebiscite. Myer, a proud supporter of equality, wanted to shift sentiment in their direction. Knowing that most brands would simply splash some rainbow paint over their window and call it a day, we helped Myer actually contribute to the conversation by focusing on the issue at the heart of the plebiscite: equality.
My Core Remit: Creative Leadership, Concept Development, Art Direction, Copywriting & Messaging
A Position, Not A Paint Job
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Commercially Calculated Courage
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A Position, Not A Paint Job — Commercially Calculated Courage —
At the centre of For An Equal Australia was the reimagining of Myer’s logo and tagline. More than just a clever and engaging piece of design, it encouraged people to think about what they were really voting for — and hopefully it helped make a difference.
For An Equal Australia made Myer’s position on marriage equality impossible to ignore, clearly putting the brand on the right side of history.