Women's Business Enterprise National Council, Washington, DC
Clients | Branding | Print Design | Web Design | PowerPoint
This leading nonprofit based in our nation's capital turned to Stuart Design with a tall order: create the visual concept for all materials related to its annual conference, both printed and electronic, to include logo, website, brochures, schedules, programs, directories, newsletters and invitations. Beginning with the 2009 San Francisco conference's theme, "Bridge to Quality," SD developed a logo aesthetic that is organic in shape while remaining true to the color palette of the organization's own logo, thereby demonstrating their interconnected nature. The incorporated "arch" became the design's mainstay through all deliverables. SD added red and blue to the color mix for all materials as well, which represented the Golden Gate Bridge and the water underneath, respectively. In addition, SD chose to add the Futura font to the organization's standard font selections, due to its clean lines and readability. Like the great bridge that inspired the conference's theme, Futura was forged out of the Great Depression at a time of hope for new beginnings—a symbolic correlation to the new opportunities opening up to women in business today.
For the 2010 conference in Baltimore, a very different direction was mandated, resulting in an emphasis on Spartan elegance and sophistication. SD identified blue and grey color additions that represented the notable Baltimore waterfront, only as it appears at night—branding the 2010 conference with an earnest solemnity that reflected the prevailing economic times.