Corporate Women Unleashed
Visual Identity & Trademark Design
Client: Kathleen Byars, Corporate Women Unleashed
There’s no better metaphor for an executive soaring to new heights than a bird who’s escaped from the gilded gage.
Corporate Women Unleashed is an online training and education program for successful professional women seeking a sustainable solution to personal well-being and fulfillment without sacrificing a demanding & successful career. CWU serves these successful professionals who have achieved “it all” and yet find themselves unfulfilled, living on auto-pilot, and living unhealthy lives. Delivering deep well-being in their careers, relationships, health, and personal pursuits, CWU helps break the cultural conditioning of “work first, play second”.
Corporate Women Unleashed’s primary trademark is a powerful statement in an exclusive package. With a vibrant idealism and clear confident posture, the mark is a reflection of the journey towards highly successful careers without personal sacrifice.
The idea of the gilded cage inpired many of the early logo concepts,
but soon gave way to a bird who has metaphorocally left the cage behind.
The client wanted to avoid the obvious choice of black and gold to suggest upscale exclusiveness - the choice of dark orange and a teal both bring a positive energy to the brand - and when combined occasionally with gold foil now suggests a very uplifting and upscale brand.
Multiple logo versions were created for narrow and wide spaces.
This project was a remarkable journey through many different iterations and expressions of Corporate Women Unleashed's purpose and mission. Many preliminary explorations, though unused, served to inform and guide the client to the final concept in a way that felt natural and unforced. This kind of playful, open-minded exploration lies at the heart of any good client-designer partnership, and often results in meaningful, lasting work.
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Grant Award Winner
Certified Design Thinker
Founding Vice-President
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