HerBusiness is a close-knit network for established women entrepreneurs who have built profitable, sustainable businesses – but have reached a point where what got them there is no longer enough to take them further.

Initially I was approached to revamp the existing website, but after a discovery call we uncovered the main driver behind it - a brand gap. The business largely evolved over 30 years, but the way it was showing up hadn’t kept up. Fixing it with a website update would not be a long-term solution as it would not create a source of truth to adhere to. So, we needed to fix the brand first.

Brand Strategy

Visual Identity Design

Logo Suite

Social Media Templates

LinkedIn & Facebook Banner Design

Website Redesign

30 years of heritage in Australian market. Strong ambition to compete on the world stage going forward. Introduction of newer, higher-ticket offers to enter the new phase of the business. This all needed strategic & visual support to make sense to both the existing, and new, more refined audience.

The existing form of brand had become disconnected from who HerBusiness was today, with little to no consistency across web, social and marketing touch points. This was the major bottleneck holding the business back from moving forward.

We needed to close that gap, and lay down a foundation that could become a guide for every piece of further brand collateral, while keeping the essence of what made HerBusiness resonate in the first place.

Stylescapes show an MVP version of a brand world immediately, and get alignment on the overall visual direction, compared to moodboards - which may feel too abstract for a non-designer eye.

The key goal of this step was get on the same page in terms of who we talk to, and how they could feel interacting with the updated brand.

My process involves 3 directions, which range from the most “safe” to the “wildcard”. The wildcard is the one that has all of the brand strategy traits cranked up to the absolute maximum - and in this case, it was the one that was chosen.

Following the approved "brand world" direction, we've worked through different logo iterations to land on the mark that can represent the business visually, and stay relevant for the decades to come.

After spending weeks on strategizing, refining the woman we should talk to, and visual style we want to show up with to resonate - we ended up with a complete brand identity that can represent HerBusiness the way it stands today, and allow it to enter the new phase of growth with complete confidence.

The work span across logo suite, brand color & type systems with usage guidance, layout principles and examples for the team to work from, and a full set of social templates that can be used for a smooth brand activation.

On top of that, we've also completely redesigned the website to reflect all of the new changes, simplify the user journey by limiting the vast number of offers to the ones that drive the most action.