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Workiv.Brand & community

Victorian Naginata Federation a rebrand decided with its community

A new identity for a martial arts federation, decided with the people who use it.

The final Victorian Naginata Federation mark, a stylised creature inside a brushed circle, crossed by a naginata, with a laurel sprig
i.

The brief

The federation needed a stronger, more contemporary identity, centred on a new logo that could represent its community and its presence in the sport.

The tension was clear from the start. Tradition and modernity, symbolic meaning and readability, what the local community expected and what national stakeholders needed. I wanted the community in the room for the decision, so the final mark would belong to the people who use it.

Role
Brand identity leadCreative direction and design, commissioned as Digital Designer
When
June 2025 – February 2026
Context
I also sit on the General Committee of the Australian Naginata Federation
ii.

From brief to mark

I ran the rebrand as a structured process, with clear criteria for the decision, a review the community could take part in, and refinement rounds shaped by what came back.

  1. i.

    Brief

    What the identity had to carry, and how we would decide.

  2. ii.

    Routes

    Several distinct concept routes, each with its own logic.

  3. iii.

    Community vote

    Structured review and voting, with comments, from 30+ participants.

  4. iv.

    Refinement

    Successive rounds with local committee and national federation feedback.

  5. v.

    Final

    The chosen mark, a logo suite, usage guidance and handover files.

iii.

The verdict

97%

satisfaction with the final logo direction

From 30+ unique participants, recorded after multi-round concept testing and stakeholder review.

Led I designed the work and ran the testing

Delivered

  • Final logo suiteIdentity
  • Usage guidanceGuidelines
  • Handover assetsFiles
iv.

What I led

What I did

  • Creative direction and the concept routes
  • Framed the decision criteria and the review process
  • Facilitated committee feedback rounds
  • Refined the chosen direction and produced the final suite

v. In short

I gave the community a real say and still landed a mark with a clear point of view. 97% of participants were happy with where it ended up.