We the Women: Shifting perceptions through collective insight
BRAND STRATEGY | VISUAL IDENTIY | SOCIAL CAMPAIGN
We the Women set out to unite women’s perspectives from around the world and channel them into meaningful action toward the UN Sustainable Development Goals. Our challenge was to create a brand that felt trustworthy and inspiring, one that women everywhere could rally behind, reflecting their diversity and the power of their collective voice.
We needed to move beyond tokenistic or corporate language and instead build a brand that authentically celebrated women’s unique perspectives and made their contributions visible, valued, and impactful.
The idea
The brand was built around the idea of shifting perceptions, showing how women’s viewpoints are essential to solving the world’s biggest challenges. We positioned We the Women as a platform for paradigm shifts, not just incremental change, and designed the identity to reflect this dynamism and inclusivity.
Translating the idea
At the heart of the identity is a vibrant gradient, a metaphor for the diversity and evolution of women’s perspectives. The color palette is hopeful and optimistic, inspired by women’s own words and designed to feel uplifting and actionable.
Typography was designed to feel alive and in motion, expressing progress and transformation. The overall language of the brand balances softness and strength, conveying both care and confidence.
In the world
We extended the identity across social platforms, campaign materials, and events, creating a space where women could see themselves as agents of change, not just participants. The flexible system ensured the message remained clear and consistent while allowing room for individual stories and local adaptations.
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Agency: Song London
Client: United Nations
Creative Direction: Camille Yin
Designers: CJ Brown, Rosanna Gnocchi
