Brand Identity for a Women's Entrepreneurs Organization
The LIC Women Entrepreneurs is a local group that hosts a mix of coffee meetings and happy hours to bring together local women entrepreneurs in Long Island City, Queens. They conduct roundtable discussions that cover diverse business topics such as branding, marketing, finances, and general entrepreneurship. There are also member-led workshops as a form of skill sharing. The founder’s goal is to promote intentional connections and growth among local women entrepreneurs and business owners.
Creative Director: Althea Labre
Graphic Designer: Simran Bapat
Opportunities
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Establish a strong brand foundation that the organization can build upon as it grows and evolves.
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To deliver design assets that visually represent the organization across multiple touchpoints.
Results
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Through a branding workshop, we distilled the brand’s core essence to “Community, Growth, and Agency” which serves as the starting point to build brand positioning and brand messaging later into the future.
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We designed a system that serves a fundamental base for their visual identity with room for expansion as the brand grows. This included a logo, colors, patterns, and photo treatment. A brand guide was included to provide guidance on implementation and ensure consistency.
Design Abstract
INSIGHTS:
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LICWE creates a support system by forming a network to exchange resources, create a sense of security, and belonging
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A core drive is to build a oriented-community, close-knit professional group in Long Island City
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Meetups are a balance of professional and interpersonal connections
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LICWE fosters diversity by brining in different perspectives and resources under one umbrella
DESIGN CONCEPT:
Building connections within Long Island City through meetups, where each interaction sets the next in motion—like dominos revealing the city’s architecture and the organization’s purpose.
The Logo
The LIC Women Entrepreneurs brand logo is composed of the following:
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The monogram W → A symbol for “Women” that leverages the symmetrical form of the letter to convey stability, agency, and a strong support group.
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The diagonal stripes → Diagonal shapes are inherently dynamic representing an active and enthusiastic community. Add to this is sharpness, showing trendiness, style, and contemporary thinking.
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The talk bubble → Symbolizes community, connection, network, and conversation. The group is rooted by its main activity of regular coffee chats and happy hour meet-ups.
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Red Purple Color → Because purple is a mix of blue and red it’s a color that is complex. Blue is contemplative and innovative while red is passionate, optimistic, and dynamic. The red purple color represents the group’s diverse members and showcases wisdom, personal growth, and motivation.
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Coral Color → A contemporary and subtle representation of femininity. It has the undertones of orange and red that represents optimism, energy, and motivation.
Brand Expression
Signature patterns, colors, and photo treatment are used to express the brand visually.
