WomenWill

WomenWill is a Grow with Google initiative dedicated to women's economic empowerment, entrepreneurship, and leadership. This project was a re-branding and conceptualisation, with the objective of closing the gender gap, specifically in countries like India, Indonesia and Japan.

The Brief

To conceptualise new approaches for their branding. The brand Women Will is to remain as-is, but it can also be open ended. I saw this as a way to derive different branding ideas that revolved around the same theme.

The concept

I explored various styles and concepts for the brand identity, circling around the theme “freedom of speech”, not isolating the logo to only look one way, but a dynamic one that gave everyone a say.

Since the logo’s concept was to be open ended, it had to work in different languages whether it was in english, japanese, hindi, mandarin, or others. There was a need to be mindful about the general stereotype of “pink” and gentle colours that represented women, and explore different colours that could also symbolise the dynamic logos in a way that it is empowering and inspirational.

Further exploration was done with the preferred concept ranging from shortened logo marks, how it sits on different platforms.

Brand activation

Conceptualisation of an onsite activation included a pop-up in local markets, integrating Google's voice command search and displaying relevant topics related to cooking and recipe. This aims to empower more local women in India to lean into learning technology and to do more.

---

Other collaterals