Proposal for rebranding and brand repositioning campaign for Women’s Forum, an international organisation that promotes women's voice on global issues ranging from sustainable development and economy to culture.
Women’s Forum
Role Art Direction, Brand Design
Client
Women’s Forum
Year
2021
Scope of Work
Brand Identity, Brand Repositioning, Brand Campaign
Team
Creative Director: Gaëtan du Peloux
Concept & Copy: Francesca Vitello & Laura Aondio
Art Direction: Laura Aondio, Alice Drapanaski, Agata Sienkowska
Motion Designer: Vincent Iweins
Agency: Marcel (Publicis Groupe)
LOGOTYPE
The statement logo features the letter “F” simplified into an equal sign, symbolising the Women’s Forum’s commitment to equality and inclusion. Used in two colours, the logo reinforces the brand’s non-gendered approach, deliberately contrasting with the pink or violet palettes commonly used by organisations advocating for women’s rights.
Secondary logotype
Secondary logotype for social media
Visual Identity
To support the brand’s strategic objective of creating a gender-neutral image that allows the Women’s Forum to stand out and attract new audiences, the brand system is built around a strong statement logo, a bold two-colour palette of mauve and yellow, and modern, dynamic photography. Together, these elements create a distinctive, contemporary identity and a confident visual language across all brand communications.
THE CHALLENGE
Creating a modern and gender-neutral brand visual identity.
Dynamic and distinctive brand visual identity that inspires action and communicates equality and inclusion.
RESULTS
VISUAL IDENTITY
One of the biggest challenges in this project was how to creatively advertise among general public for an international organisation that is not widely known, and make the serious causes it is endorsing more approachable.
Brand Campaign
Brand repositioning campaign for the Women’s Forum to attract new audiences, especially the young leaders, activists and researchers. It was highlighting the critical role of women in addressing major global challenges such as environmental action, health research, and political decision-making, and reminding that without the full inclusion of women, the world’s most important goals cannot be achieved.
CAMPAIGN CONCEPT
The key concept of the campaign was based on inclusion as a condition for progress. As an international organisation, the Women’s Forum advocates for the inclusion of women and leaders of all genders from underprivileged regions around the world. The campaign highlights that without their full participation, the world’s major global challenges cannot be fully achieved.
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