Evolution.
Not revolution.
Women’s Foundation advances all women’s economic and civic leadership to make meaningful change.
The Women’s Foundation exists to be the bold voice of a new generation of empowered leaders and is grounded in developing and funding evidence-based research that then informs policy recommendations and economic development. They provide a voice to the everyday person and give institutions the fodder they need to prove that diversity and inclusion benefit all.
THE DISCONNECT
The name “Women’s Foundation” creates confusion about what the organization actually does, not too mention there is a ton of competition with many cities or regions having their own version of the name. Should communicate the development and funding of evidence-based research that then impacts policy recommendations and economic development… not funding community grants.
Our name should:
• Embody our leadership and problem solving qualities
• Clearly articulate our purpose
• Be non-partisan, innovative, accessible, understated & timeless
• Express our unique approach to data with a soul
Updating the Women’s Foundation logotype
to reflect their evolving brand.
United WE was born to help women realize their vast potential. For decades they have found and funded kindred spirit organizations and individuals who could advance women’s interests. Now they’re the bold voice of a new generation of empowered leaders with a passion for uniting people around unique ideas and pragmatic action that helps break down longstanding economic, cultural and policy barriers to a better life for all.
Audience
Primary Audience: Community & Corporate Decision Makers
These are the gatekeepers to the agenda and policies we live and work with. They seek initiatives that benefit people and businesses…and many times their ego. Emotional pleas must be wrapped in rational facts and data for them to be moved to action.
Secondary Audience: Members of the Community
They are primarily women, but there are definitely men in the mix. They're the “everyday” people whose voice isn’t always heard. They’re not downtrodden, just need an extra lift or connection to make their dream a reality. These voices could set the agenda someday, but aren’t in the circle yet.
Research
We initially began by detailing out issues with the old logotype and then developing broad explorations. The range included everything from a simple word mark to an abstraction of the “w” and ‘e”. As we worked through this process we additionally looked at hundreds of typefaces that felt modern and ownable, without the existing historical or political baggage many fonts carry.
Credits.
Executive Creative Director: Linda Bumgarner
Group Creative Director: Michael Eppelheimer
Art Directors: Kenzie Tubbs, Andrew Crane
Production: VMLY&R Vault & 19 Below