Women Innovators Network (WIN) is a Bluewolf program that provides women with the necessary professional skills, planning resources, and community to accelerate to the C-suite and inspire the next generation of women driving innovation. Their 2017 annual Dreamforce reception called for a brand refresh. Inspired by their initiative, I art directed and designed a campaign that empowered members to be bold and rally with this movement.

First, the old logo needed an update since the lightness of the type and downward arrow didn’t reflect the boldness and progress that the organization commanded. I landed on a heavier weight, tightened the tracking, and reoriented the arrow for a more solid mark. For the campaign, I explored montaging black and white photography to reflect the many topics of conversation often discussed at WIN events. Out of Bluewolf’s 4 symbols, I chose the circle to represent the connected community. Together, they create a diverse yet unified entity that was dynamically translated to digital, print, and environmental mediums.