Women Executives | Behind the Rebrand

As a female-owned and operated business, we were thrilled when Women Executives (WE) asked us to help update their brand. Their goal? To better communicate their professionalism and strength.

If you’re not familiar, WE is a local organization of women leaders from the business, professional, educational and non-profit communities of Charlotte. The mission of this diverse group of accomplished women is to support and nurture each other’s personal and career growth.

The Rebrand Process

Our process began with the creative brief, a document we use at the beginning of any project to confirm that we understand the problem our client is trying to solve and inform our strategy. In this creative brief, we asked WE’s leadership team a series of questions to determine their goals for the rebrand. Among other things, we had them describe what they did (and did not) like about their current logo and brand, their audiences and their color and image preferences.

A New Look

Based on the answers they provided in the creative brief, we understood that WE wanted the new logo to look professional, clean and modern while also conveying the authenticity of the organization and its members. With this direction, we got started on the logo design and narrowed it down to four different options to show them:


Here’s what the WE leadership team selected:

Once WE decided on the new logo and brand elements, we got to work on creating their new stationary kit, email header, retractable banner and refreshing their website (within its existing structure):

We also created a Brand Standards Manual to guide WE members on how, where and when to use their brand elements. Having a Brand Standards Manual is essential to ensure consistent use of their logo, fonts and colors across a wide variety of platforms. By communicating a consistent, high quality brand, WE will continue to build trust and recognition in Charlotte and beyond.

Finally, we updated the logo for WE’s scholarship program, Women Initiating and Nurturing Growth through Scholarships (WINGS), to complement the new WE brand. The program provides financial and mentoring support to non-traditional female students who want to pursue higher education as a way to improve their lives.


With such a strong foundation, we look forward to seeing WE build a memorable, cohesive brand.