You’re probably noticing some small changes across my social media, website and newsletters.
A new(ish) name. New fonts. New colours. More polish. More cohesion.
The changes are all thanks to Tara Ladd and her company Your One and Only (the Psychology-Driven Brand Studio).
I met Tara at a conference run by Cherie Clonan of The Digital Picnic in Melbourne early in 2025. Tara offered to rebrand all my digital assets.
Since starting The RED HEART Campaign in September of 2015, everything has run on the smell of an oily rag – the logo, the social media assets … pretty much everything apart from Amani Haydar’s artwork has been created by me in Canva, Photoshop and even Microsoft Pain.
Tara began re-imagining my branding and visual assets many months ago, juggling this work (all pro bone) while running her own business, raising children, being a partner and well… living life.
She did a deep dive into my psychology and ethos and the positioning of RED HEART and Australian Femicide Watch in the public realm.
She organised for a marketing researcher to find out how users feel about my work and the way it is presented.
Through the research I found out people struggled to connect to The RED HEART Campaign as a name.
‘Campaign’ stemmed from the original focus of RED HEART – violence survivors would share their stories on my Facebook page alongside a photo of a red heart drawn on their skin. The red heart images were used because it was often difficult to identify victims as this could lead to defamation action or further violence from abusers.
The red heart was an evocative way of illustrating the stories.
RED HEART’s focus has shifted from story-telling and sharing to focusing on ending the killing of women and children and erasing the drivers and factors that underpin femicide worldwide.
With the femicide toll increasing, it’s clear we need more than a campaign. We need a movement.
The name will always contain ‘red heart’ as red hearts are integral to the centrepieces of my work – The Memorial to Women and Children Lost to Violence and The Australian Femicide and Child Death Map.
On the Memorial, for example, large red hearts are used to symbolise women killed and small red hearts represent children killed. If you go to the Memorial or the Map, you will find more than 3000 hearts – simply tap a heart to read a victim’s story.
Tara’s work on my project has been empathetic and rigorous. She was determined to gift me a look that is professional but still reflects who I am as a person.
I am always going to be the sweary, loud, passionate weird-looking feminist who says the things that need to be said. Tara gets this, and she has delivered in spades.
Check Tara’s work out at @youroneandonly_au on Insta or online at https://youroneandonly.com.au/.
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I need your help to support The RED HEART Campaign and Australian Femicide Watch. You can donate or buy a t-shirt! 100% of money raised funds RED HEART and Australian Femicide Watch.