A brand audit of existing materials and interviews with leadership and stakeholders provided insights that both underscored the necessity to modernize the look while establishing the tone as professional, well-established, inspiring, and forward-thinking.
Simplifying their logo for both legibility and implementation concerns was the first order of business. With a subtle nod to the upraised fist in their original mark, the new logo was simplified into a distinct LW monogram that would output perfectly on a pen, video screen, or a building. Bold, highly legible typography emphasized the brand name while providing a more established, confident presence.
A graphic system using the logo’s shapes as a foundation was further developed into iconography and an illustration style to promote their events and programs. Program offerings were standardized both visually and verbally and each given an archetypal “hero leader” to help emphasize the diversity of participation while clearly delineating each program.
A bright, vibrant color palette mixed with rich black and white photography reinforced the organization’s aim to empower and build confidence in women from all walks of life to face off against the world’s challenges.