StormBrands recently created a new identity for London Business School organization Women in Business. The new identity unifies the former Women in Business club and conference under a flexible guise as Equall, which promotes gender inclusivity as the organization celebrates its 20th anniversary.
Women in Business began in 2000 as a club for an MBA program at the London Business School. Women in Business is now a leading MBA club in Europe and its annual conference drives the progression of diversity and inclusion in business. This year marks its 20th anniversary, and to look ahead to the next twenty years of disrupting the business industry and inspiring the next generation of leaders, Women in Business needed a flexible, inclusive, gender-neutral brand that welcomes everybody.
The new brand brings together both the members club and conference with one unified goal; equality for all. While the club retains the heritage of its name at the school, it launches a new annual conference, Equall and a refreshed identity to reflect its new purpose. The conference plays an important role for the club as a platform to reach the wider business community and drive change.
"There's a serious problem in our industry with gender imbalance. We feel strongly that this should be addressed and getting involved in this project immersed us as part of their positive change," commented Jonny Westcar, Managing Director of StormBrands. "Women in Business inspires and supports the next generation of business leaders - and creates a nurturing support base for kindness and mentorship."
The previous logo and identity felt corporate and restrictive, and the update needed to feel contemporary and progressive to match the organization's values and vision. The rebrand also needed to be adaptable and flexible for future growth. StormBrands worked on all elements of the brand identity - from the logo itself to the website and photography guide, all pulled together with the defined strategy into a future-focused brand toolkit. The key to the refreshed brand is bold and bright colors.
"Diversity should be celebrated," explained Gabriella Corbett, Graphic Designer at StormBrands. "Pops of colour help tell the stories and communicate optimism. Electric blue is the dominant colour, which brings energy and dynamism to a brand that felt static. It was important to have maximum vibrancy and pace while still being legible, clear and professional."
The logo also has an illustrative quality. The logo frame device acts as a visual metaphor for 'framing the conversation and breaking boundaries.'
"We've loved being involved in this project - if we don't tackle this cultural issue at its roots, nothing will change, and it's been wonderful to be a part of making active change happen," Corbett added. "We look forward to Women in Business taking the new brand forward and seeing what it achieves in the next stage of its journey."
The full brand launched on the new website and digital channels, while the Equall conference will take place on March 6 at The ETC County Hall.