Worthy Australia
who they are
what i did
Worthy Australia
Client
Cool to Care Audit
Brand Strategy & Messaging
Social Media Strategy
Content Creation
Services
2025-2026
Year
Worthy Australia is a registered charity turning empty houses into fully furnished Safe Haven homes for women and children escaping domestic violence. Award-winning and depended on by the majority of Perth's DV refuge network, they fill the most critical and overlooked gap in the domestic violence housing pipeline.
problem
Worthy had grown from a grassroots volunteer charity into an essential sector service — but their messaging was still telling the grassroots story. The gap between who they'd become and how they were showing up was costing them authority, credibility, and the trust of the funders and partners they needed to grow.
Across strategy sessions and onsite content days at Safe Haven homes, I used the Cool to Care Framework to diagnose exactly where the communication was falling short.
Audited Worthy's messaging across visibility, tone, and cultural presence
Identified the gap between their sector authority and how they were positioning themselves publicly
Developed a thought leadership strategy for founder Jen, giving her a clear platform and voice to lead with
Translated everything into a brand voice that Worthy could own
outcome
Worthy walked away with a complete brand messaging and tone-of-voice guide built for the essential service they'd become. They now have the language, the clarity, and the strategic foundation to show up with the authority their impact deserves.
Jennifer Ball, Founder & CEO
“What sets Layla apart is her unique ability to take the ideas, emotions, and vision that exist in my head and transform them into clear, actionable plans. She instinctively understands the tone, purpose, and impact we are trying to achieve, often articulating it even better than I can myself.”
