WHO IS SHE IS FIERCE!
She is Fierce! is a global community where ambitious women can connect with each other, be inspired and gain knowledge. Their content is tailored towards women entrepreneurs, professionals and those still finding their path. Their offering is comprised of a membership program providing the skills and resources needed to live your dream life, a series of in person events called “Women’s Wednesdays”, blog articles contributed by inspiring women in the community, and Facebook and LinkedIn groups where women can connect.
I was thrilled when founder Kelly Youngs got in touch with me. We connected over a mutual love of the WordPress theme Divi in a Facebook group and hit it off immediately. As Kelly put it “Emma was recommended to me, and I honestly felt immediately when I saw her site that she was the right fit – I loved her style, that she was also a female entrepreneur who understood the online world and the balance between selling services and being genuine… and when I spoke to her I felt confident she could make designer magic!!”
Kelly had launched She is Fierce! about a year earlier. It all began when she left her high-flying media production job in London, to move back home to Florida to raise her two kids. She knew she still had something great to contribute to the world and She is Fierce! was born! In a year she had grown her community to tens of thousands of women, 65,000+ social media followers, hundreds of contributors, hundreds of program members and with more than 2,000 women attended her live events. One thing I picked up immediately was that this was an extra-ordinary woman who knew how to get things done!
Kelly had an established brand for SIF! that had served her well to get her started. After she had gone through a year of finding her feet and letting things percolate, she knew it was time to step it up and develop her dream branding. She wanted to go on an evolution of her brand, retaining some elements she loved such as the essence of her existing logo and the use of gold. But she also wanted to completely polish up her brand, make it more sophisticated and aspirational, bring in lots of gorgeous custom details and make it totally unique to who they were as a community. As Kelly put it: “Before working with Emma, I felt like my brand was moving in the right direction, but had so many pieces that weren’t quite where I wanted them to be visually or weren’t consistent across platforms.” She didn’t want the super feminine girl boss style which is everywhere on the internet, but they still wanted it to feel super relevant and appealing to their women only audience. She wanted the brand to have an strong, empowering and inspiring feel to it that felt in alignment with the brand name.
Sometimes when rebranding it’s not about completely changing a logo, but taking it on a journey to the next level. That’s exactly what we did with the SIF! logo. Kelly loved the existing logo, but I felt there were a few tweaks we could make to ensure it was at the same level as the rest of the supporting visual elements I was creating. The ‘f’ in the script font read more like a ‘t’ and could have been more streamlined and elegant, and the gold foil and grey were a bit more washed out than we wanted. The new logo featured a more sophisticated script style with a clearly defined ‘f’, a more luxurious and darker gold foil and a darker grey and slightly bolder font for “SHE IS”. These little touches ended up making a big difference!
THE COLOUR PALETTE AND CUSTOM PAINTINGS
We developed a gorgeous colour palette that felt feminine, with the fuscia and peach, but found balance with the emerald, charcoal and gold. The resut was a sophisticated mix of jewel tones. I then created three hero custom paintings which reflected the three main bright colours: The emerald green, the fuscia and the peach, all mixed in with gold. These paintings created a creative, unique look which really brough the She is Fierce! brand applications to life.
A range of over 20 fun icons were created, to bring some personality and detail to brand applications. These were created in gold and also versions that had the pink painting inside.
We got to work to bring the new visual brand identity to the membership materials. We created consistent bundle image graphics that combined gorgeous photography, with the painting textures, icons and consistent typography. We also created a consistent look and feel for all the membership workbooks, which was a lot of fun to put together!
We created a long form sales page stepping visitors through all the wonderful aspects of their membership. It featured lots of the gorgeous brand details we developed as part of the visual brand identity system. We were able to create a really cohesive look and feel through this design and all the others we’ve created, because we took the time to define all the visual elements before hand and really lay the foundations. This is why the exercise of developing a visual brand identuty is so valuable!
SOCIAL MEDIA TEMPLATES
Like most of my clients, it was really important to Kelly that she could manage the day-to-day social media posts herself. We developed a range of templates within Canva which she is able to easily manage herself and create gorgeous, consistent images.
“I have worked with contractors before who are just into getting through a project, but working with Emma was so much more than that — she took the time to get to know my vision for She Is Fierce! as well as I do and create not just a beautiful style — which she totally did!! – but also a very clearly strategic layout for pages that had been just thrown together. Since working with her, She Is Fierce!’s bounce rate has gone way down and the pages per visit has gone way up!I couldn’t be happier with the final result of working with Emma!! I love the look, the effectiveness of the layout of the pages and how everything we do now tells a story visually – it has already had a positive impact!! I get emails all the time from people telling me how beautiful our site is now, and the overall look and feel of our visual branding is consistent with the quality of our community and our content! Working with Emma seriously gave me faith in working with contractors again! She is consistent, responsible, communicates so well and always delivers! :)”Kelly Youngs
WHAT I DID:
Brand Strategy, Identity Design and Brand Guidelines
Business Cards Design
Pull Up Banner Design
Social Media Artwork