Sefa — Social Enterprise Finance Australia — was evolving as an organisation, and their brand needed to evolve with them. Sarah MacDiarmid, their Impact and Communications Manager, identified key constraints in the way the existing brand was applied: inconsistent typography, colours that didn’t meet accessibility requirements, an unclear visual expression, and iconography that was too complex for the team to build upon. As a result, communications weren’t aligned across touchpoints, and the team lacked confidence in creating new materials moving forward.

The objective was to refresh and elevate Sefa’s visual identity so it felt bold and purposeful, while remaining approachable and accessible to the communities they serve. Working closely with Sarah, we aligned on a direction that was confident, human, and highly usable for a team of finance experts. We refined the visual identity through improved typography and colour choices, and developed a distinctive design system using shapes drawn directly from the existing logo. Alongside this, we created a new logo for Sefa Partnerships and produced clear guidelines to ensure both identities worked seamlessly together.

From there, the focus shifted to rollout and real-world usability. We designed an extensive suite of templates across Canva, Microsoft PowerPoint, email, video, and social media—making it easy for the team to show up consistently across every channel. To further support Sefa’s mission-driven work, we also designed a Theory of Change diagram that clearly communicated their impact model and helped tell the bigger story of the change they enable.