“Misogyny. Racism. S**t shaming. Mum shaming. Stupid woman. Too much Botox. Ugly. Not funny. Irrelevant. The world doesn’t want you here.”
Online harm affects people every day and has real impacts on mental and physical health. Women, especially those in public facing roles, are targeted often simply because they are women.
Free to Lead: Online Harm Toolkit is a bold new initiative from Manatū Wāhine Ministry for Women, created in partnership with Netsafe and designed to support women with a public profile – politicians, business leaders, journalists, community advocates, and activists – who are often targeted with online abuse simply for speaking out and being visible.
I was asked to design a bold, energetic visual identity bringing the Free to Lead: Online Harm Toolkit to life with confidence, clarity, and a digital-first feel. Rooted in familiar online iconography – speech bubbles, search bars, emojis, cursors, and the globe – it instantly signals relevance in the digital world while being easy to recognise and connect with. The identity functions as a sub-brand, appearing across key messaging, social media, and digital platforms.
The colour palette, centred on Netsafe’s bright purple and green, makes the toolkit visually distinctive and fresh. Modern typography grounds the design in professionalism, while playful, pixel-inspired elements add a sense of spunk and positivity.
This isn’t a heavy or fear-based visual – it’s about shifting the narrative. Rather than focusing on harm, it positions women as supported and equipped. The design infuses energy and optimism without ever making light of the very real challenges women face online. It offers a more hopeful starting point – inviting, empowering, and modern.
