The Marjorie Jackson-Nelson Centre for Women’s Sport (MJNCWS), powered by Sport SA, is one of the first national organisations of its kind, dedicated to increasing participation and opportunities for women in sports in Australia.
The Centre provides training, education, and leadership opportunities for women with the goal of achieving gender equity. The brand and name honour Marjorie Jackson-Nelson (also known as “the Lithgow Flash”), a former Australian athlete, with influentially contesting achievements, such as two Olympic and seven Commonwealth Games Gold Medals as well as six world records.
With an ethos heavily resonating with the Banquet team, our strategic approach to brand the new initiative was to vocalise a woman-focused project and unveil the gender gap in the sports industry. In designing the core brand identity, we were heavily focused on highlighting, empowering and celebrating women as individuals, achievers and leaders in a male-dominated industry by making bold, concise and authoritative design choices.
We helped the brand further amplify a necessary voice by establishing a tagline of “Every sport, every level, every woman” and providing the visual tools to utilise across various communications, events and digital platforms.