Team
- Chelsea
- Aemon
- Emily
- Lachlan
Industry
- Education
- Faith-based
Year
- 2026
ADM
In 1891, an Anglican minister and his wife set aside a quarter of his stipend to train women for Christian ministry. 135 years later, the Anglican Deaconess Ministries (ADM) is still raising Christian women up to proclaim the love of Jesus.
An organisation that had grown piece by piece and brand by brand had become scattered. It was time for a single identity that could bring it back together and carry it into the next century.
Challenge
ADM’s various sub-brands had grown apart, and were now competing for the same audience’s attention instead of building it together. Low awareness of the parent brand made cross-promotion difficult, and left new audiences with a confusing brand experience.
The challenge wasn’t just a brand refresh. It was giving the separate ministries one umbrella to stand under, without flattening what makes each of them distinct.
Solution
Through an in-depth market analysis, we built an accurate picture of where ADM stood today, and used the insights to define a unified purpose and position, and to build a brand identity that could resonate with a broader audience.
We created a brand with one cohesive identity that could easily be adapted for each sub-brand. Drawing on ADM’s established heritage, we wove elements inspired by St Andrew’s Cathedral into the logo and wider brand.
The main mark represents women coming together and nods to the Anglican Compass Rose. It’s paired with a wordmark that is strong but approachable, and a supporting typeface that adds an educated, trusted quality.
A warm colour palette and photography centred on empowering women complete an identity that feels welcoming, credible, and alive.
The result is a brand that honours 135 years of history while giving every sub-brand room to grow underneath it.
“I am so thankful for the work Beech did with us! The branding restructure has made a huge difference for us internally and is already improving our engagement with our audience.” Mary Un, CEO ADM
