Identity for SAP Business Women’s Network
Business Women’s Network is the largest employee-driven network within the massive org of SAP. The reputation SAP has of being extremely corporate was admittedly a bit intimidating. So, when I was approached to create some event collateral, I was excited to learn that BWN’s goal was to branch out from that aspect.
At its’ core, BWN is a group led by women for women, tackling gender equality in one of the world’s largest orgs, and creating a safe space for women to connect. Their goal was to show themselves as they truly are; a diverse group of open, creative, intelligent individuals, eager to fight in each other’s corners. As we dug deeper into how to reflect that, I took up the task of a brand identity overhaul.
Values and Inspiration
Kicking off the exploration phase started with defining the values that BWN wished to reflect: Strength and unity, women helping women, and celebrating the diverse backgrounds and expertise within the group.
SAP’s brand yellow and black needed to be incorporated in some respect, so I looked to some of the ways history has portrayed the two colors together. I pulled lots of inspiration from Greek/Athenian pottery’s portrayal of strong faces in profile, and the obvious fierceness factor of the Amazons. Something about the classical element played into SAP’s professionalism while still touching on unity and empowerment.
Concept and Execution
With values defined and inspiration in tow, I created an array of characters to represent the group. A woman with textured hair, a hijab-wearer, a pregnant woman, a woman sitting (a wheelchair user).
Keeping a minimalistic illustration style meant it would be more accessible to designers after myself to continue the styling. Restricting the color palette to five colors was also easy on the printing aspect, and a fun process to mix and match with. I went with a classic, ultra-versatile font and incorporated shades of purple and blue to liven the theme. I created a pattern of dotted paths and circles increasing in size like plans gaining momentum, and a double helix to play on the lack of differences between men and women on a scientific level.