SA Woman
KEYWORDS:
CORPORATE | MODERN | REFINED | FEMININE
FIELD:
BRAND REFINEMENT | COLLATERAL
INDUSTRY:
BUSINESS COMMUNITY
SA Woman has been shining a light on the contributions of women in South Australia since 2017 but was looking for a brand refinement to convey their strong brand values effectively, without compromising on their professionalism. With an established brand of feminine iconography, Carly from SA Woman wanted to present her brand with a more corporate face.
PROJECT GOAL
Build off the existing brand elements to create a more corporate, timeless and less overtly feminine brand identity that could represent all SA women, striking that balance between women in and outside of business
CHALLENGE
Carly came to us with a strong idea of what she wanted SA Woman to look like, with an idea of a brand palette consisting of more peachy tones and a deep navy, an existing logo design and supporting brand graphics, like a butterfly and geometric grid pattern. This provided us with a strong foundation to build off.
The main challenge with this project was how to retain the familiar elements and recreate them in a more corporate, less feminine fashion. With soft organic shapes and floral embellishments in a girly pink palette (not that there’s anything wrong with pink!), it just wasn’t appealing to all women, which is what Carly wanted.
SOLUTION
Using Carly’s ideas for a brand colour palette as a start, we began playing with her supplied logo design to simply refine it, tweaking details to create a sleek, professional brand identity. Her initial concept centred around a leaf shape with ‘sa woman’ overlayed. Looking at this, we were inspired by the shape, that if it was flipped and the curves slightly adjusted, we could create an abstract icon of South Australia without too much effort. Adjusting the spacing of the elements, we created a brand identity we and Carly loved.
Taking this new leaf / SA icon shape, we were able to recreate her existing brand graphics in a new, more geometric fashion, but which were still reminiscent of what she had before.
OUTCOME
With the goal to create a less overtly feminine refinement of her existing brand, we achieved this and more for Carly, and we have seen it already implemented across her website and social media.
Coming in with such a strong idea and vision made our job as designers easy and the whole process was a breeze. We look forward to Carly’s continued growth with her new brand identity.
CLIENT LOVE
“LOVE!! You have taken the concept and refined and turned it into something that gives such a fresh, but familiar look and so sleek! it is brilliant and you have nailed my vision!! So grateful for your help making this come to life!”
Carly Thompson-Barry, Founder SA Woman
