Rebranding Representing All Women: A Case Study
A few years ago I started working with seminar speaker and dream coach Stephanie Beattie, owner of Representing All Women (RAW), a company dedicated to helping people reach their goals through insight and motivation.
When I started working with RAW, their corporate identity consisted of a background of baby blue sky with fluffy clouds and a pair of hands unclasping to release a butterfly. My client felt like it expressed her passion to help women learn how to have it all as they discover what they really want from their lives.
The Book
When Stephanie asked me to design the cover of her first book “You Can Have It All: Unleash Your Inner Diva”, we discovered that her existing brand image wasn’t really the strong, powerful image she wanted to portray. She likes strong colours and “a lot of bling”. She is a powerful woman with a lot of personality, so we needed to revise her brand identity to reflect that.
The cover design we settled on for the book consisted mainly of deep magenta and black–a clean design with colour that really popped. The text at the top of the front cover appears to be diamond encrusted, complete with sparkles to add the bling.
Corporate Identity
To carry that look through the rest of RAW’s identity and marketing materials, we updated the logo. The “Representing” in the company name was changed to a slightly different script font, and the colour was altered from a muddy red to 100% magenta, with the words “ALL WOMEN” modified to an updated san serif font. We wanted to update the logo yet not change it so much as to make it unrecognizable to existing clients.
With the logo redesigned, we then revised her business cards. A simple two pms colour printing process with an added spot varnish on an extra heavy stock made her business cards fit for a diva! The cards have a black background on the front, with a solid magenta background on the back. The all-over gloss varnish, with a diamond patterned matte spot varnish really made the cards look and feel impressive.
RAW | Representing All Women magazine
Our next project has been the most fun of all! Laura, my new business partner, and I recently launched Expressions Custom Publications. Since I’ve worked with Stephanie for the last few years, I knew she was the perfect person to approach about creating her own magazine.
As I expected, she jumped at the idea and committed instantly. Now that she and I are both comfortable with her new look, designing the quarterly magazine was easy. We kept the same colour palette and clean design of the book and identity, and created a new logo for RAW. We’ve designed the media kit and the first issue of the magazine is well underway, to be available in early February.
Website
I’ve already updated www.representingallwomen.com to reflect the new style and provide online registration for Stephanie’s workshops. Within the next few months, I’ll continue to revamp the look and add more features that incorporate the magazine and book such as excerpts, articles and some fun, interactive quizzes.
We need to create an effective website with quality content that has the functionality we’ll need to inform people about workshops and coaching services, sell the book, allow people to subscribe to or advertise in the magazine, and capture contact information from visitors.
We have created Twitter and Facebook accounts with Stephanie’s voice, and are also working on adding videos from her last workshop to YouTube to help people build a connection with the brand and Stephanie herself.
It’s not the end
Developing a brand identity is an ongoing thing that will continue to evolve. The Representing All Woman brand will continue to grow and add new products, services and events, so the brand will have to grow along with it. We’re ready for the challenge.
