WomenKind – HumanKind
ET Collective
We build brands to make businesses better, futures brighter and people happier.
In 2020 we launched Womenkind – ET Collective’s pro-bono initiative that gives back to the community, by creating one free brand each year for 10 years. Our goal was to support other female led businesses.?This year we have stretched the reach to be more diverse and inclusive and become HumanKind.
“Even though we are an all-female company focused on women's equality, we also aim to create a better society for all of humankind” Elza Avery co-founder says.
In 2022 Brand Council introduced us to their pro-bono client The National Justice Project. They had just completed an outstanding brand strategy for them, and we were thrilled to develop an updated identity to reflect this strategy?centred around a strong new purpose: to fearlessly fight to end discrimination.
The National Justice Project?is a not-for-profit legal service fearlessly fighting injustice. Through strategic legal action, advocacy, partnerships and education, they hold governments to account for systemic discrimination and push for life-saving law and policy reform alongside their courageous clients. By eradicating?racial and disability discrimination from healthcare, immigration detention, policing and prisons, the National Justice Project is working to create a safer and more just society for all. Many of their clients are women and children, and Indigenous communities, who have survived domestic violence and police brutality.
The National Justice Project is powered by a diverse team of legal professionals and advocates made up of 65% women, and 45% of the team are ethnically and linguistically diverse. Another 15% of the team are First Nations people, 40% identify as LGBTQI+, and some 10% are people living with a disability.
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On meeting?The National Justice Project?– it felt like a perfect fit to make the 2023 Womenkind initiative broader – and in turn embrace humankind. Supporting?The National Justice Project?deepens our initiative to be more inclusive and help those who may not have power themselves, who often are women and children.?
Great stuff ladies!!