Focus Areas
Branding, Graphic Design, Art Direction
Software
Illustrator, Photoshop
About
Women Who Freelance, a community for self-employed women in Canada, embarked on a rebranding journey. They entrusted me with the task of crafting a mini brand package, which encompassed a logo redesign, selection of a colour palette, and choosing typography that aligns with their new identity.
Objectives
refresh the logo and typography
update the colour palette and make it accessible
create assets for social and web
The Approach
We retained Women Who Freelance's signature pink tones for their branding but introduced fresh greens and additional shades of pink for a modern twist. Typography shifted from serif to non-serif for a contemporary look, including the logotype. We also added a circular logo variation for versatility. This update aimed to refresh the brand's identity while staying true to its feminine appeal and community recognition.
