Challenges
The Women’s Empowerment Club (WEC), a US Government initiative in Ho Chi Minh City, sought to dismantle ingrained gender stereotypes and empower Vietnamese women. While their mission was clear, WEC needed a compelling brand identity to effectively communicate their message and resonate with both women and the broader community. The challenge was to create a visual language that embodied empowerment, inclusivity, and a forward-thinking approach, breaking free from traditional representations.
Solution
xolve partnered with WEC to develop a brand identity that would truly capture their essence. Through a comprehensive brand mapping exercise, xolve identified the core values of empowerment, engagement, and transformation. This understanding informed the creation of a dynamic and modern visual identity.
At the heart of the rebrand was a striking logo featuring an abstract mark depicting a woman in motion. This symbolizes the journey of self-discovery and growth that WEC facilitates. The multicolored figure represents the diverse skills and evolving mindsets that women cultivate through the program. Cleverly integrated within the design are the letters “W,” “E,” and “C,” subtly reinforcing the brand name. The customized “W” further emphasizes the transformative journey members embark on, forming a visual path of progress.
xolve selected a vibrant color palette of red, blue, yellow, and green to complement the logo. These bold, primary colors not only command attention but also symbolize the educational focus of WEC, aligning with their commitment to knowledge-sharing and skill development. The color choices are deliberately gender-neutral, underscoring WEC’s inclusive approach that extends beyond empowering women to engaging men and the wider community in the dialogue.
To ensure a cohesive brand experience, xolve extended the new visual identity across a wide range of applications. From business cards and letterheads to social media assets, event materials, and even uniforms, the brand’s message of empowerment is consistently reinforced.
Result
The collaboration between xolve and WEC resulted in a powerful brand identity that authentically reflects the organization’s mission and values. The fresh and modern aesthetic resonates with the target audience, projecting an image of confidence and progress. WEC’s elevated visibility has enabled them to reach a wider audience and amplify their message of gender equality. By creating a brand that is both empowering and inclusive, xolve has helped WEC solidify its position as a catalyst for change, inspiring women to break free from limitations and achieve their full potential.
