The Story Behind the Brand
In an era where authentic representation matters more than ever, Her Take Works emerged with a powerful vision: to create a movement that celebrates and amplifies Black women’s voices through storytelling. When they approached our firm, their mission was clear – they needed a brand identity that could capture the essence of their revolutionary platform while building a visual foundation for a community where every woman’s perspective is valued.
The challenge wasn’t just about creating a logo or choosing colors. It was about translating the power of Black women’s collective voices into a visual language that could inspire, connect, and empower. We needed to design a brand system that could grow with the movement while maintaining the authenticity and depth that makes Her Take Works unique.
Understanding the Vision
Our journey began with intensive discovery sessions, where we immersed ourselves in the world of Her Take Works. We learned that this wasn’t just another content platform – it was a space where stories become bridges, where individual experiences weave together to create a tapestry of shared understanding and empowerment.
The foundational belief that every woman’s voice matters became our north star. This wasn’t just about creating beautiful design elements; it was about building a visual system that could support and amplify these voices while creating a sense of belonging and community.
Crafting the Visual Language
The Power of Color
Our color strategy emerged from the desire to create a palette that could convey both strength and nuance – much like the stories Her Take Works platforms. We developed a sophisticated spectrum that includes:
- A triumvirate of blues, each serving a distinct purpose:
- Deep Cobalt Blue (HEX: 162DA4) grounds the palette with its authority and depth
- Vibrant Blue (HEX: 2C72ED) brings energy and momentum
- Bright Sky Blue (HEX: 55C0F0) adds approachability and optimism
We then introduced Vibrant Red (HEX: BE2520) as a bold accent color, symbolizing passion and urgency – a visual reminder of the importance of every woman’s voice. The palette is anchored by Very Dark Navy Blue (HEX: 06082B) and Black, providing the contrast needed to make every element stand out.
Logo
The logo development process was an exercise in balance – we needed to create something that felt both professional and welcoming, both structured and dynamic. This led us to develop a flexible logo system:
- The stacked version became our primary mark, with “Her” and “Take” positioned above “Works” to create a visual hierarchy that emphasizes the ownership and action inherent in the brand’s name
- The horizontal variation offers versatility for different applications while maintaining the brand’s strong presence
- Two distinctive logo marks were created for situations requiring more simplified branding, each highlighting different letters (“O” and “E”) to create memorable, iconic elements
Iconography
To support the brand’s storytelling mission, we developed a distinctive two-toned iconography system. Using the brand’s signature blue and red colors, we created a visual language that could communicate complex ideas with clarity and style. Each icon was crafted to feel both professional and approachable, much like the platform itself.
Building for the Future
As we refined these elements, we consistently returned to the core mission of Her Take Works. Every design decision was evaluated against a simple question: Does this support and elevate women’s voices? The result is a brand identity system that’s both beautiful and purposeful, capable of scaling with the movement while maintaining its essential character.
The Impact
The new brand identity has become more than just a visual system – it’s a framework for connection and empowerment. Since its launch, the brand has:
- Created a distinctive presence in the digital space that stands out while remaining authentic to its mission
- Provided a flexible system that works seamlessly across various platforms and touchpoints
- Established a visual language that resonates deeply with its community
- Built a foundation for future growth and expansion
Looking Forward
The story of Her Take Works is still being written, with new chapters added every day through the voices of Black women sharing their perspectives and experiences. The brand identity we created serves as a sturdy foundation for this ongoing narrative, providing the visual tools needed to continue building this vital community.
What began as a design project evolved into something much more meaningful – a partnership in creating a visual system that helps amplify women’s voices and perspectives. The Her Take Works brand identity stands as a testament to the power of purposeful design, showing how thoughtful visual systems can support and strengthen movements for change.
