Using black and white ensured a sense of sophistication, and conveys a personality that is clearly differentiated from its competitors, who uniformly use pinks and blues. The secondary typeface Walbaum was chosen for its elegance and personality, and to provide a traditional contrast to the modern character of Aktiv Grotesk (a welcome alternative to Helvetica).Ī monochromatic palette was selected to clearly set a hierarchy of information, important to an audience that has no time to deal with clutter. This modern sans serif was selected to complement the classic mark. The typeface used for the word mark is Aktiv Grotesk. The mark represents this sense of ‘emanating’ as it grows, from one line to four, as in a ripple effect. The way a drop forms ripples in a pond, or the way a boat causes a wake in its trail both became strong images to convey the sense of emanating, as well as referencing their new name. The concept of ‘emanating’ guided our visual direction. We created three personas/target audiences and produced guidelines for specific scenarios showing the comms plan in practice. The plan drew on the conclusions from our Assessment stage, to show how Watermark could use their various channels (website, events, Linked In, Facebook, Twitter, Flickr, YouTube) to work holistically for them. To bring the identity to life, we developed a communications plan. We decided on a brand narrative of “Emanating Influences” to truly sum up what Watermark offered and stood for. To define the brand, we were tasked with creating an identity that lived up to the strength and success of the board and its members. Our assessment proved Watermark’s unique organisation of highly accomplished members enabled them to stand out in a landscape dominated by secretive men’s clubs and lacklustre women’s organizations. Furthermore, it must work to advance their key business objectives of geographic, financial, and membership growth. Watermark approached us to create a new identity that would underpin their positioning as a community of accomplished women leaders leaving their mark on the world. Watermark fosters collaboration and connections between its members, who are made up of entrepreneurs, executives and top-level professionals. I realise that this question was probably answered to your satisfaction, but I hope this is of some use to you, even only as general information.The women’s leadership forum Watermark (formerly Forum for Women Entrepreneurs & Executives) launched in 1993 in the San Francisco Bay Area, with the aim of connecting exceptional women leaders with people and ideas that enhance their impact on the world. Opacity: 0.5 /* Firefox, Chrome, Safari, Opera, IE >= 9 (preview) */įilter:alpha(opacity=50) /* for <= IE 8 */ Left: 0 /* or whatever, position according to taste */ Height: 200px /* or whatever, equal to the image you want 'watermarked' */īackground-image: url(path/to/image/to/be/watermarked.png) This should generate something like the following: +-+-+ * Firefox, Chrome, Safari, Opera, IE >= 9 (preview) */ * or whatever, position according to taste */ * or whatever, equal to the image you want 'watermarked' */
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