Client
The Leadership Council of Women in National Security
Overview
LC WINS needed a new brand identity that brought them up to date and seamlessly communicated their mission and values.
Client
The Leadership Council of Women in National Security
Industry
Political Organization
Service
Brand Identity
Social Media
Digital Design
Duration
8 Weeks
The Challenge
Political brands are tough. For LC WINS it was a balancing act. LC WINS is short for "The Leadership Council for Women in National Security", an incredible organization that tackles really sticky issues. The organization itself is non-partisan so the typical blue and red in their previous logo wasn't working. It's a coalition of women, so a nod to the feminine was important but wasn't ment to be the star, oh, and it's also an organizaton that works on defense and diplomacy and is made up of some seriously tough and brilliant people.
The Solution
Purple; this isn't about picking a side. Lowercase on the mark so its approachable, san serif to make it clear and strong. Graphically we started with the idea of a shield. Protecting and defending. We took that and broke it up into dots to show the numbers of people involved; by working together we're stronger.
The Result
The new lcwins is eyecatching and timely. The color pallette uses the purple throughout to anchor the design and is offset by the bright teal which serves as part of the wordmark or can be expanded to serve as a canvas. The shield emphasizes that this is a coaltion. The brand doesn't scream or shout but calmly--and energetically--demands to be taken seriously.
