Women in Government (WIG) was ready for a full rebrand and requested our services to help make a statement and distinguish themselves from the traditional political branding crowd. Their previous logo and brand identity didn’t capture the spirit and excitement of the lively work and events that their organization was spearheading.
The goal: To create a strong brand that visually supports their mission — to empower and amplify the work of female lawmakers — all with a refreshed and modern style.
The solution: By conducting interviews and working with focus groups, we listened to the many diverse voices excited to participate in this process, which allowed us to understand what best represented what Women in Government means to its members. The result was the creation of a visual identity that captured the spirit of the Women in Government organization and its members.
Working with a full design team allowed us to present a wide range of logo concepts – with varying styles, imagery, typefaces and layout options. For this particular logo process, there was a committee assembled to review and choose the new mark, so presenting a wide variety of options was critical to a lively (and inspiring) debate, and helped us understand what resonated most positively with the group. In turn, we were able to hone in on the most successful elements that would eventually make up the final logo.
Color choice can completely transform the look and feel of a logo. To help the committee make a final decision, we explored color palette options with the top two logos. This allowed us to be innovative in considering what a political logo could be. No red, white and blue here!
The final logo was a testament to the power that bringing diverse minds together can unlock. Bright, bold, and strong imagery with iconic elements were woven into this new logo mark, which is now instantly recognizable from the pack of political organizations in the DC market. We then incorporated the imagery and patterns into the full brand identity package, applying it to digital backgrounds and printed collateral.
After establishing a strong foundation to the new brand, our next task was to implement their new visual identity into a website. Our primary goal was to convey the same feelings of empowerment within the digital medium, spotlighting the heart of the organization—its members!
It was clear after a few meetings with the Women in Government team that the most crucial and unique component to this site would be a robust Policy Resource Library. This needed to be a simple, but comprehensive user experience, with an easy-to-navigate interface for legislators and event-goers, and the capability to expand to meet new needs year after year. Keeping the audience and user experience in mind throughout this process was paramount. We continued to work closely with the Women in Government team to navigate how to best address the needs of their members and create a digestible end experience with the complex and constantly growing size of resources they have available.
We are very proud of our partnership efforts and, as a result, submitted the creative package to the 2023 Annual Communicator Awards. The Women in Government rebrand won an Award of Distinction in the Corporate Identity category. At the end of the day, the biggest win for us is seeing their team confidently using this new brand package throughout everything they do, knowing we gave them the visuals to enhance and compliment their vision and mission.