Competing for a visually sophisticated, already-established woman, against networks with significantly more capital behind them, while the existing brand skewed too juvenile to earn her attention.
We repositioned the brand strategy around what The Wie Suite actually was: not another networking group, but a community built on meaningful, individual action — women with power and influence choosing to actively advocate for each other, and in doing so, creating a world that frees women to live the life they want. Visually, we brought that to life through “the space between” — the idea that the real value of the network lived in the bond between its members, not in any single member alone.
From there, we built the full brand strategy stack (benefit, insight, target audience, promise, vision, mission, values, positioning, personality, tone of voice), a complete brand identity (logo, symbol, color, typography, illustration and image style, graphic elements), and a new website built to recruit members with a dedicated members-only section. We also led creative direction for a promotional video about Dee Poku, and created and produced the collateral for “A Dinner for Ladies,” an event for the network’s top-tier members held at Bergdorf Goodman.
A 10x increase in social following. Membership doubled in two years, with several new high-profile members joining as a result.
