Back in 2009, Sydney branding agency ET Collective opened their doors, working on creative marketing strategies for businesses in a variety of industries.
Led by Elza Avery and Tania Salvati, the company focused on collaboration and design based on solid brand strategies. In the past 12 years, they have worked with companies both large and small, including Westpac, HESTA, Little Wings and Nurses & Midwives Health.
To mark their first decade in business, the team created a pro bono initiative in 2019 to give back to other women-led businesses, by calling on nominations from such businesses for the chance to win a free branding package.
They called it ‘WomenKind’ and made a commitment to run this program every year, for the next ten years.
ET Collective announced the 2022 winning organisation as The Styling Station in late 2021, promising to support the Queensland-based start-up that provides clothing to vulnerable women. The Styling Station also provides women with individualised styling sessions to help them with their body confidence and self-esteem.
Founded in March 2021 by Karen Uhlmann, the organisation aims to restore hope and dignity to disadvantaged women in the community, including homeless people, asylum seekers, refugees, women escaping domestic violence, Indigenous women in need, mental health sufferers, the long-term unemployed, women in hospital, carers and women living with disabilities.
Ulhmann (right) with co-partner Kylie Bull
By diverting new end-of-season fashion products away from landfill, the company directly assists charities supporting women in the community.
“We loved Styling Station’s mission about restoring hope and dignity for vulnerable women through sustainable fashion,” Avery and Salvati said.
“We feel a strong alignment between our goals and values and it’s exactly what WomenKind is all about – women helping women and the planet.”
“After our business turned 10, we created this initiative to give back to other women, to help them pursue their own passions and business ideas. Having our own business has given us the freedom and flexibility to do what we love and create a balance for a happy life.”
Ulhmann (right) with co-partner, Kylie Bull
Meanwhile at The Styling Station, Uhlmann said she wanted to help women to find their voice, self-confidence and style.
“We are so honoured to be the 2021 recipients of WomenKind x ET Collective’s brand initiative,” she said.
“We help all women thrive and rise above adversity, our studio fosters the conscious consumption of fashion and offers an innovative way for women to source new fashion sustainably.”
“This is an incredible opportunity and we intend to utilise the knowledge and expertise of ET Collective, so Styling Station supporters feel connected with our values and our journey online and in person.”
“We can’t wait to collaborate to bring our brand to life to deliver on our mission.”
Other shortlisted companies in ET’s latest compeition included Motherless Daughters Australia – an organisation bringing women who’ve lost a mother together Pureheaven – a handcrafting artisan skincare brand run by a small, all women team, and SoilCyclers – a company that offers sustainable soil management solutions.
Last year’s winner was Sutherland Shire Family Services, which was renamed to The Family Co, as part of the WomenKind initiative.
To see if your company is in the running to be ET Collective’s next WomenKind winner, visit their website.