QLife

In 2025, Leading Hand had the opportunity to make it as easy as possible for people to find help through the QLife website. This was a highly collaborative project and one that invited us to explore and examine the brand personality of QLife itself.

We began with a workshop that enabled us to develop QLife’s brand positioning statement and brand personality. This approach engaged the management team in the web project and yielded clear guideposts for evaluating the creative process.

Next, we spent a lot of time researching and thinking about the user journey for this project and how a person seeking help might interact with the site. Our design and technical teams then worked closely together to develop two creative concepts for the website redesign, which we invited QLife to examine and explore.

The result is a highly visual, exciting, dynamic website that provides an enhanced user experience, an improved suite of assets, and increased functionality, while also embracing the broader community it serves. The clear, strong branding is now being carried across to the tools and materials delivered via the website.

QLife.org.au is more than a website: it’s a safe, trusted, peer support–led and peer-resourced support centre. We are proud to support this peer organisation in its work to counter discrimination, stigma and isolation for members of this community.

Thank you to C. Moore Hardy for the great photos on the website, which celebrate the marriage equality vote announcement on 15 November 2017.