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 a positive direction. Knowing that most brands would simply splash some rainbow paint over their windows 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.
For An Equal Australia made Myer’s position on marriage equality impossible to ignore, clearly putting the brand on the right side of history.