Her Place is a Melbourne-based organisation dedicated to celebrating the voices, histories, and contributions of Australian women. It operates both a physical museum at the Abbotsford Convent and the Finding Her initiative — a government-backed campaign addressing one of Australia’s most quietly persistent inequities: historically, fewer than 3% of Australian public spaces have been named after women.
But for years, Her Place suffered from a more fundamental problem than fragmented infrastructure. People simply didn’t know what it was. A museum? An advocacy group? A cause? The word “museum” created confusion for an organisation that, for a significant period, had no physical presence at all.
With the Finding Her initiative gaining momentum and the board actively pursuing expanded funding and broader community impact, the organisation had reached an inflection point. The rebrand was not cosmetic — it was strategic. Her Place needed to present to the world as what it truly is: a permanent, professional, and powerful force in Australian cultural life.
The purpose was clear. Create a perception of professionalism and permanence. Build consistency across every touchpoint. And develop an identity compelling enough to inspire people to participate, contribute, and engage — whether as donors, advocates, naming nominators, or community members who simply want to be part of something that matters.
