WINGS Brand Identity
Women In Networking Growing Stronger
01) PROJECT OVERVIEW:
Branding Built to Help Women Grow Together.
WINGS (Women In Networking Growing Stronger) is a community built around connection, encouragement, and professional growth. As the organization evolved, its visual identity no longer reflected the women it represented or the mission behind the group. The previous logo felt dated, overly aggressive, and disconnected from the welcoming, empowering community WINGS had become. They came to us to reimagine the brand with an identity that felt confident, sophisticated, and true to its members.
SCOPE: Rebrand – Logo Design, Brand Guidelines
02) STRATEGY:
From a Tough Image to a Stronger Identity
For the WINGS rebrand, the goal wasn't simply to create a new logo - it was to create an identity that finally reflected the women and mission behind the organization. The previous mark felt dated and overly aggressive, while WINGS itself was a community built around empowerment, encouragement, and meaningful connections. We moved toward an identity that feels elegant and empowering, balancing softness with confidence and creating a visual language that better represents the women it serves.
At the heart of the new identity is a custom mark built around the idea of outward growth. The spreading wings represent the growth that comes from connection, while the star at the top represents a woman in business “growing her wings” through the support and community of other women. We intentionally moved away from literal wings on either side of the name, simplifying the form into a distinctive symbol that is easier to recognize, reproduce, and use across the brand.
The typography reinforces that same balance. An elegant yet bold typeface brings a sense of professionalism and confidence while maintaining a softer, feminine character. Paired with a complementary purple and gold palette, the identity communicates ambition, warmth, optimism, and empowerment while creating a visual connection to the broader Vandalia business community.
Every element was chosen to communicate more than the name - it was designed to make people feel what WINGS stands for: connection, confidence, and growth.
“It kind of felt like a pink biker gang.”
03) RESULT:
A brand that finally feels like WINGS
The resulting identity gives WINGS a visual presence that better reflects the community behind it - elegant, confident, welcoming, ambitious, and supportive. What began as a rebrand became an opportunity to align how WINGS looked with who they had already become.
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Josh Pene