Women for
Afghan Women
SCOPE
​
- Branding
- Social Media Design
- Presentation Design
- Print Collateral
Women for Afghan Women is a grassroots organization that provides critical resources to Afghan women across the globe. The organization approached me for a complete rebrand. They were looking to overhaul their color palette and type system and were looking to have a more cohesive presentation deck system and social media template system. The challenge: maintain their core identity but modernize the design aesthetic to appear more elegant and versatile.
PROCESS
The primary logo remained largely the same, with a crucial update: a thin space was introduced between the two shapes flanking the "W," allowing for a true black and white version. For secondary logos, spacing between the brand mark and word mark was adjusted for better visual appeal. I also created new brand mark variations for future digital and print collateral.
BEFORE:
AFTER:
I developed a new color system that significantly deviated from their original, limited palette. The updated palette achieves a better balance between warm and cool tones. An analysis of their existing type system revealed an overuse of similar fonts, leading to a repetitive look, especially in text-heavy documents. I introduced new font pairings that complement the logo font, providing visual contrast and establishing better hierarchy between font styles.
RESULT
Upon approval of the new brand guidelines, I produced a wide array of digital materials to empower their team to confidently create branded content in the future. Canva templates were developed to enable staff to produce social media posts aligned with the new brand aesthetic. Powerpoint and Google Slides templates were also created, alongside new letterhead, email signatures, and business cards. Ultimately, Women for Afghan Women was able to present a bold new brand suite that perfectly matched their bold mission.
