Empowering Women in Financial Markets

Women in Derivatives, a non-profit dedicated to the advancement of women in financial markets, came to us for a rebrand with a brand name specific to their humble origins and a vision of how they could work towards more. They needed a new name, a new look, and the support to bring their message to a fast-growing market.

BRAND REFRESH | PITCH DECK PERFECTION | PROPOSAL TEMPLATE | BRAND SPRINT & SPRINGBOARD

OPPORTUNITY

Women in Derivatives was one of the pioneers in supporting women in the financial services niche. As their network and programming grew, so did the sectors that they supported. Women in the financial industry have made significant strides yet still face many challenges, such as gender bias, limited networking opportunities, and underrepresentation in top leadership positions. With their heels stepping higher and across markets, it was time to equip them with a name and branding that reflected their grand vision without alienating their community. Their vision is to create a world where women have equal access to a global network of influential leaders in the financial markets, where they can connect, learn, and advance their careers. We wanted to ensure their voice and visuals aligned with that vision.

PROCESS

We embarked on an ambitious listening tour across the senior leadership of the organization as well as with their sponsorship partners to get a rich understanding of their work to date and their mission going forward. Given the strict compliance considerations for both their non-profit status and the financial sector, we hosted a collaborative naming workshop before vetting options through a USPTO Trademark search. With a name confirmed, we then turned our attention towards the rebranding effort by enlisting the next generation of women on the rise within the organization to help us understand the branding preferences of future leaders to timeproof our design decisions.

OUTCOME

After a design sprint, we were able to debut a new brand name and iconic new branding in time for their big Gala. We empowered their team with marketing materials like a primer presentation to aid in their awareness of the new name and created a suite of event marketing materials for their programming efforts.