Every strong identity begins with story.
The visual identity system for the 2019 International Women’s Day Luncheon & Summit was inspired by diversity, strength and grit. Three aligning characteristics that define the makeup of power women – past, present and future.
We wanted the typemark to be strong yet edgy and unexpected, and for the color palette to relate well to the parent campaign, while making it our own. We’ve added additional colors (besides the signature purple, dark gray, and light gray) inspired –and in unison– with colors of international flags, and will plan to use these equally across event marketing collateral.
There is great symbolism in the build of the pattern elements as well – these are inspired by the geometry of international flags and contain abstract reference to the acronym ‘IWD’ – making this pattern ownable and conversational.
Speaking of Type
For type, we leaned into a strong and complimenting serif, bold yet serious (as-is the story and meaning of IWD’s underlying mission).
Want to chat more about this identity system? Email us!