Counter Culture
Brief:
Branding
Logo Design
Website Design
PowerPoint Templates
Empowering Women in the Workplace: A Branding and Website Transformation
This project focused on a coaching company called Counter Culture established by Kathy Coleman, who is dedicated to empowering women in the workplace.
Kathy says ‘Those double standards that say things like we need to be confident but then aren't very "nice" if we are. It makes us doubt ourselves and hide behind a set of behaviours that aren't really us - and we are unhappy. Hence the name Counter Culture!’
Kathy recognised the need to revamp her branding under a new name so needed a logo design, a website to effectively communicate her mission, attract clients, and create a lasting impact. By implementing a comprehensive rebranding strategy, we successfully transformed her image and strengthened its position in the market.
Challenge
Counter Culture had a strong vision of empowering women and providing them with the tools and support needed to thrive professionally. However, their existing branding and website did not accurately convey this message. The outdated logo lacked visual appeal and failed to represent the company's core values and aspirations. Additionally, their website had an outdated design, lacked user-friendly features, and did not effectively showcase the company's new services.
Objectives
Develop a compelling and visually appealing brand identity that resonates with the target audience.
Create a modern, user-friendly website that highlights the company's offerings and encourages user engagement.
Establish a consistent brand presence across all touch points, fostering credibility and trust among potential clients.
Approach
Brand Strategy and positioning: Defined the target market and key differentiators of the Counter Culture. Understanding the needs, preferences, and challenges faced by women in the workplace.
Brand Personality and Messaging: Defined a brand personality that resonated with the target audience, and developed compelling messaging that communicated the company's mission and values.
Branding Board, Logo Design & Brand Assets
Creative Exploration: Created a branding board which included colour psychology and imagery to create a feeling of how the brand was to be conveyed. Explored various design concepts that represented empowerment and professionalism.
Iterative Design Process: Developed multiple iterations of the logo, incorporating feedback.
Final Logo Selection: Finalised a visually striking logo that effectively communicated the company's core values and aspirations.
Brand assets and patterns using the colour palette to bring the brand alive.
Powerpoint Presentations
Redesigned the PowerPoint templates to include a cover, section templates and a range of master templates to ready for copy.
Website Redesign
Redesigned the website's structure and navigation to ensure a seamless user experience with their target audience.
Created a visually appealing website design that incorporated the new brand identity, utilising the company's brand colours, fonts, and photography from Jenny Stewart.
Mobile Responsiveness: Ensured the website was fully responsive, providing an optimal experience on various devices.
Results
Enhanced Brand Identity: The new branding and logo design successfully captured the essence of the coaching company's mission and values. The visually appealing logo resonated with the target audience, fostering recognition and brand recall.
User-Friendly Website: The redesigned website featured a modern and intuitive user interface, improving engagement and encouraging visitors to explore the company's offerings. The revamped structure made it easier for visitors to access relevant information and resources.
Improved Credibility and Trust: The consistent brand presence across various touch points, including the website, logo, and other marketing collateral, established a sense of credibility and trust among potential clients. The professional image projected by the rebranding efforts instilled confidence in the coaching company's capabilities.
Through a comprehensive rebranding strategy, logo design, PowerPoint and website transformation, Counter Culture successfully turned around its brand image and positioned itself as a trusted authority in the coaching industry.
“It has been amazing working with you Vicki. You took time to understand me and my business - especially the fact that I am passionate about helping women to recognise and challenge the stereotypes and biases that affect them in the corporate world.
Those double standards that say things like we need to be confident but then aren't very "nice" if we are. It makes us doubt ourselves and hide behind a set of behaviours that aren't really us - and we are unhappy. Hence the name Counter Culture!
Your time and attention means I have ended up with a brand that reflects what my company stands for: positively rebellious, wanting to change women's experience of the workplace, supportive and empowering with a basis in experience and evidence and a little bit of magic thrown in there too.”
Kathy Coleman