ET Collective Launches Pro-Bono Initiative WomenKind

Brand design agency ET Collective continues to support women-led businesses by relaunching their popular pro-bono initiative WomenKind ET Collective for 2021.

ET Collective is a Sydney based creative branding agency founded by creative directors Elza Avery (right) & Tania Salvati (left).

With clients such as Westpac, HESTA, Little Wings and NSW Fire + Rescue etc. Avery and Salvati have been successfully running their own agency for the past 11 years.

To celebrate their 10th-anniversary last year, ET Collective launched Womenkind, a pro-bono initiative designed to empower women-led businesses.

The initiative sees the agency create one free brand identity per year, for the next 9 years, for an eligible women-led business, or a business that exists to empower women.

Last year’s lucky first winner was the not-for-profit Sutherland Shire Family Services, which ET Collective helped rename and rebrand to The Family Co free of charge, as part of the WomenKind initiative.

Ashleigh Daines, CEO of The Family Co. said: “We had been toying with the idea of changing our name for a few years.

“When we found out about the WomenKind opportunity, it seemed like it was worth a shot. From the first moment we met Elza, Tania and the ET Collective team, we were blown away with their process and creativity, but also their genuine belief in women and helping the world.

“They listened to our stories, our challenges, and quite simply, they just “got us” right from the start. They were incredibly generous with their time and advice and worked brilliantly to deliver a fantastic and workable concept for us.

“Winning WomenKind gave all our team an incredible morale boost, and since launching The Family Co. brand, we have had incredible feedback from our corporate partners, other organisations and our clients, too. We can’t thank Elza and Tania enough for choosing us to be their first WomenKind winner!

“We couldn’t recommend ET Collective highly enough!”

With the impact of COVID-19 and the long lockdowns, the WomenKind initiative becomes even more important to support female small businesses that would otherwise be unlikely to afford such investment in their brand.

Who can apply for WomenKind 2021?

Must be a women-run or led business or a business devoted to the empowerment of women
Has a mission to benefit people or the planet
Is registered with an ABN and operating as a business or a registered charitable organisation
Has between 1-25 staff

Elza Avery, co-founder and creative director of ET Collective, said: “We launched this initiative to empower women businesses as it’s something we’re very passionate about.

“Tania and I are small business owners ourselves and we truly understand the unique challenges women entrepreneurs face, especially in the current climate. We hope that we can make a real difference for one of those amazing businesses each year.”

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Elza Avery et collective Tania Salvati The Family Co