Friends of Rhonda
Friends of Rhonda is a queer community for people working across advertising, production and media, created to build connection, visibility and support within the industry.
Founded in 2024, I joined the committee in 2025 as Rhonda entered a new phase of growth. I led the evolution of the brand identity, creating a flexible creative system that could support ongoing events, communications and our flagship event, Queerxhibit.
Brand Identity
Brand Book
Excerpts
Event Announcement & Event Photography
Social
The challenge was creating a brand that reflected the energy of the community itself — welcoming, expressive and unmistakably queer, while still feeling intentional and considered.
I rebuilt Friends of Rhonda’s identity from the ground up, evolving the existing logo into a complete brand system across typography, colour, photography direction, templates and tone of voice.
The resulting identity gave the committee a consistent toolkit for communications while maintaining the flexibility and personality needed for a growing community-led platform.
Queerxhibit
Event identity
Linkedin post
Event case study
Video
Event photography
Artist Q&As
Social
Queerxhibit transformed Friends of Rhonda from a networking community into a public platform for queer creative talent.
The exhibition showcased photography, illustration, film, multimedia, spoken word and performance from Melbourne’s queer creative community, connecting emerging talent with leaders across advertising, marketing and production.
I led the creative direction of the exhibition identity, extending the Rhonda brand system into environmental graphics, social content, artist profiles, signage and event materials. I also supported artist curation, written content and exhibition installation, bringing the experience to life from concept through to opening night.
