I remember sitting at my desk with a fresh box of letterpressed business cards and an empty inbox. Starting a new business was equal parts exhilarating – and exhausting.
TONE STUDIO CIRCA 2015 © TONE STUDIO
I had no clients.
I had no website.
And I had no idea what would happen next.
Before Tone, I felt most fulfilled when I created self-initiated posters that highlighted social justice issues. For me, it was personal.
SELF-INITIATED POSTER WORK CHAMPIONING HUMANITARIAN CAUSES. ERASE RACISM, 2010 AND ADVANCE AUSTRALIA FAIR, 2011. © VANESSA MCCARTHY
Both my grandfathers left Kastellorizo in the Greek islands after the instability of the First World War. Many of the island’s inhabitants departed in the following decades. This photo is from 1938, as the Second World War was beginning.
MIGRATION FROM KASTELLORIZO, 1938. BIDDING FAREWELL TO THOSE WHO ARE LEAVING ON THE FIUME. IMAGE © N.G. PAPPAS COLLECTION
I grew up listening to stories of family members escaping the island on fishing boats at night, often under gunfire. They fled war, poverty and persecution to start a new life in Australia. These stories instilled in me a deep empathy for those who have had to leave everything behind, learn a new language, and rebuild their lives in a foreign country. Knowing the hardships my family before me endured is why I feel such a strong connection to humanitarian causes.
Last week, the Tone team came together from all over Australia for a 2-day “Tone Summit.” We marked our 10th year in business, made connections, shared stories, and solved problems.
We also spoke about what motivated us to work in this field. I was inspired to hear the team speak of their various passions – from volunteering as a lifeguard on the weekends, to supporting local community groups. We even discovered one staff member was born in Kenya while her father worked for an international NGO that restored sight.
I’ve realised, from many years of interviewing people for roles at Tone, that it takes a certain person to do this kind of work year in, year out. Because it’s hard. The timelines are tight. And the budgets can be small. It’s not particularly glamorous work when you get behind the scenes—often making you cry as you deal with devastating stories of genocide, poverty, homelessness, cancer or mental illness.
THE TONE STUDIO TEAM CELEBRATING 10 YEARS IN BUSINESS IN AUGUST 2025, SYDNEY HARBOUR BRIDGE. NOT PICTURED ARE FI, MEG AND AD. IMAGE © TONE STUDIO
This is my incredible team. Many of them have been a part of Tone since our early years – showing enduring loyalty, patience and courage as they joined me in creating something truly special.
It’s good people doing great work. Tone brings together creatives who choose to use their skills for good, for clients with a mission to make the world a better place.
I’m immensely proud to lead such a diverse and talented group of creatives. Together, we’re helping some of Australia’s biggest charities raise funds to fight injustice, alleviate poverty, commission innovative research, and so much more.
I’d also like to thank our amazing clients for trusting Tone to share their stories, craft their brands and launch their campaigns. They have shown unfailing support and faith in me as I began my business, navigated COVID and motherhood, and grew Tone into what it is today.
It’s been a wild ride. And I can’t wait for the next 10 years.