Designing Australia’s National Plan to End Violence Against Women and Children 2022-2032

The Australian Government’s National Plan to End Violence Against Women and Children 2022–2032 is an ambitious, ten-year roadmap with one clear goal: to end gender-based violence in one generation. We were honoured to bring this vision to life through the design, illustrations, and infographics of the Plan, in collaboration with artist Carmen Glynn-Braun. Guided by our Visual Designer, Catrin Harris, we created a visual language that is human, accessible, and deeply rooted in nature.

The Challenge

Previous National Action Plans avoided human-centred imagery, which risked disconnecting the Plan from the very people it is designed to support. We needed to build a design approach that balanced gravity with hope—something that reflected Australia’s diversity, respected the seriousness of the issue, and still inspired collective action. Accessibility was also crucial: the design had to ensure that every person could engage meaningfully with the content.

The Solution

We developed a design system that blends photography with soft, painted textures—revealing the interconnectedness of people and nature. Real people are at the heart of the imagery, reflecting Australia’s diversity and the intersectional approach the government is taking to end violence. Inspired by water, the overarching visual theme uses organic shapes, watercolour marks, and soft blues to create momentum and calm.

Typography and colour theory were carefully chosen to strengthen this visual narrative. Lora, a serif typeface with calligraphic roots, evokes both nature and contemporary strength, while Nunito, a rounded sans serif, ensures clarity and readability. Blue anchors the design, symbolising trust, sincerity, and depth. We also prioritised accessibility—adhering to Victorian Government guidelines on legibility, contrast, alt-text, and screen reader compatibility—ensuring the Plan is inclusive and usable for all.

The Impact

The result is a National Plan that feels human, hopeful, and accessible—one that honours the voices of victim-survivors, advocates, and communities who shaped it. Through thoughtful design, the Plan not only communicates strategy but embodies the values it represents: connection, safety, and collective momentum towards ending violence in a generation.