Revitalizing a Legacy: Connecticut Women's Council Brand Development
Experience the new CT Women’s Council website here.
Overview
The Connecticut Women’s Council (CWC) has been a cornerstone of professional women’s empowerment in the state for decades. Relentlessly committed to its mission—to create a space where women connect, support, and uplift one another—the organization had built a strong legacy of leadership and community engagement. However, while its purpose and programming remained relevant, its brand identity did not.
The visual identity, messaging, and digital presence felt outdated and failed to reflect the caliber and ambition of its current and prospective members. The opportunity was clear: evolve the CWC brand into something bold, modern, and reflective of the highly successful, driven, and connected women that comprise its membership.
The task was more than just a refresh—it was a reintroduction. We needed to create a brand that captured the essence of the CWC today and tomorrow: vibrant, feminine, and professional. The goal was to position the organization to appeal to the next generation of women leaders while honoring the strength of its foundation.
Our challenge was to design a brand that represented the intersection of community and professionalism. Members of the CWC are executives, entrepreneurs, and changemakers. They are ambitious, engaged, and deeply rooted in their communities. The brand needed to reflect their energy and sophistication—without compromising on warmth and approachability.
Approach
We began by collaborating directly with the CWC Board of Directors to refine the organization’s core messaging and brand positioning. Through a series of brand discovery sessions, we distilled the organization’s identity into three central themes: empowerment, connection, and community.
From there, we explored visual inspiration from a wide array of industries—from modern women’s leadership organizations to luxury lifestyle brands and forward-thinking nonprofits. The result was a design direction that struck the right balance between femininity and executive presence.
Key visual elements included a refined color palette and typography that conveyed warmth, confidence, and inclusivity. We paired this with a new logo that speaks to unity, movement, and purpose.
Bringing the Brand to Life
The updated brand extended across all key touchpoints. We created a full suite of branded social media assets designed to engage both existing members and prospective audiences across LinkedIn, Instagram, and Facebook. These assets emphasized storytelling, programming highlights, and community features.
A major focus was the redesign of the organization’s website, transforming it into both a market-facing brand destination and an active member portal. The new site includes:
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A dynamic homepage that communicates the mission and vibrancy of the CWC brand
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An intuitive overview of curated programming—from social events to educational opportunities and community give-back initiatives
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A user-friendly, secure member portal to streamline engagement and access to resources
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Clear pathways for prospective members to learn about and apply for membership
Impact
The response to the new brand and website has been overwhelmingly positive. Board members, long-time members, and new prospects alike praised the fresh look and elevated messaging.
Most notably, the rebrand has had a direct impact on organizational growth:
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Membership application volume reached an all-time high, exceeding organizational goals
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A significant portion of new applications came through non-referral channels, driven by increased visibility from social media marketing and the new website
The brand is now consistently recognized across channels, enhancing CWC’s credibility and reach in the professional community. This brand development project was more than a facelift, it was a strategic evolution of an organization with a deep legacy and an even brighter future. By aligning the Connecticut Women’s Council’s visual identity and messaging with the energy and excellence of its members, we helped build a brand that honors its past while boldly stepping into the future.
