Transforming visual identity to boost global gender advocacy goals

Partner: Women Deliver
Sector: Gender Equity & SRHR
Location: Global

click here to message us

Send a message ● Send a message ● Send a message ●

Advocacy & Influence
Brand & Content

Women Deliver, a powerhouse in gender equality, underwent a radical transformation to embrace anti-racism and anti-colonialism, setting a new standard for iNGOs. However, their outdated brand image hindered their evolved strategy and core mission of empowering all self-identifying girls and women to have complete bodily autonomy.

Enter Shape History. Tasked with crafting a visual identity that would not only match Women Deliver’s evolved ethos but also raise the bar for the entire sector.

The goal? A brand that exudes transparency, inclusivity, and accessibility, propelling Women Deliver’s advocacy efforts into a new era of impact and influence.

Launching a bold new visual era in philanthropy

Crafting a versatile identity that empowers global gender equality action

Revitalising the brand story to captivate wider audiences

Prioritising adolescent girls and youth worldwide

An inclusive brand amplifying underrepresented voices

Embodying anti-racism and intersectional feminism values

The challenge

Women Deliver’s previous visual identity did not reflect their commitment to anti-racism and intersectional feminism, limiting their ability to achieve advocacy goals for adolescent girls.

So our challenge was to create a brand that authentically embodied these values while empowering the organisation to drive meaningful change.

The solution

We crafted a brand that boldly embodies Women Deliver’s values and commitment to challenging and rectifying the power structures within the International Development sector.

The new visuals showcase their two-decade evolution, amplifying feminist movements and youth advocates from the majority world. This versatile identity empowers Women Deliver to drive gender equality action from grassroots to global stages.

Evolving identity through dynamic imagery

To showcase the Women Deliver of today, it was essential to honour their history and journey through visual storytelling. We did this by evolving existing elements rather than replacing them. We extended the arrow motif to convey more active movement, incorporated fluid lines to represent the unpredictable journey towards progress and embody resilience, and revamped the colour palette to symbolise the diverse, welcoming spaces Women Deliver creates.

Following a structural shift and direction change, it can be easy to want a complete brand overhaul to demonstrate improvement. Instead, we conducted in-depth interviews to pinpoint which elements resonated positively and should be retained. A key highlight was the iconic arrow logo, symbolising not only Women Deliver but also global progress in gender equality.

Building a future-ready brand for the iNGO sector requires a shift in mindset. During our deep discovery and testing phase, we sought feedback from organisations in the iNGO and women’s rights space, viewing them as peers rather than competitors. After all, a brand that works for them can work for us too.