ShopTalk Creates Empowering Identity for Equality-In-Business Action Group WeQual|海报/平面|广告营销案例【ADGuider广告指南】

ShopTalk为企业平等行动小组WeQual创造了赋权身份

案例简介：WeQual的使命是向女性敞开富时350执行委员会的大门，伦敦设计工作室ShopTalk直言不讳的品牌标识和活动抵押。汉普顿-亚历山大评论 (Hampton-Alexander Review) 的最新研究强调，高层中仍然存在相当大的性别失衡。成立了WeQual，以使妇女能够自信地跨入更高级的职位，挑战这些执行委员会的男性主导的文化，并最终改善每个人的业务。英国《金融时报》前执行董事、WeQual创始人凯蒂·利奇菲尔德 (Katie Litchfield) 看到了提升商界女性地位的机会，并向ShopTalk提出了一个奖项计划的形成性想法。团队被要求制定品牌指南，名称，徽标，网站和活动材料; 最重要的是从一开始就吸引整个城市的赞助商来支持合资企业。在一次沉浸式会议之后，决定了品牌支柱，以策划一种凝聚力的精神: WeQual是一个积极，直言不讳的论坛，着眼于未来，其使命是赋予妇女权力，使其能够在所有大型企业的地方生存做出决定。ShopTalk的方法表明，凭借强有力的品牌原则和方向性身份，包容性信息如何与令人印象深刻的商业资历相结合，给企业一种全面吸引的权威和目标感。ShopTalk的联合创始人兼创意总监詹姆斯·伍德 (James Wood) 表示: “WeQual就是在执行董事会地位的风口浪尖上庆祝和表彰成功的女性，并帮助她们晋升。因此，语气必须坦率，直率和大胆，而不要讲道或过分关注不平衡。信息很明确: WeQual寻求实现的目标将使女性，男性和企业受益，并且有大量证据支持这一点。“但我们必须走一条谨慎的路。我们希望将传统机构及其主要是男性劳动力纳入其中，因为他们的支持至关重要。因此，如果WeQual也要吸引那些缺乏性别平衡的企业，那么外观和感觉就必须平易近人且无对抗性。这一切都是为了每个人的积极结果。“。所有的品牌、网站和活动宣传都以惊人的单调色调交付，让人们意识到这是一个黑白分明的问题 -- 商业和社会将受益于高管层的更多女性。两音方法也代表了直言不讳的50-50哲学。打破常规WeQual是女性平等业务的缩写。徽标包含一个等号，也可以在印刷和数字活动材料之间进行隔离，以在所有接触点推动家庭品牌消息传递。定制的sans字体-通常与传统的，喜欢衬线的城市不相关-给人以现代，直接的感觉。凯蒂·利奇菲尔德 (Katie Litchfield) 说: “我接触ShopTalk时提出了一个奖项计划的想法，这个计划会带来真正的不同。从零开始，他们创造了整个组织悬挂的宗旨，并完全钉牢了信息和精神。我们现在有了一个强大的品牌，这让我们完全有了作为做生意的女性的可信度。“ShopTalk的团队表现出敏捷和响应能力。他们从一开始就了解我的野心，并从头开始与我们合作以实现这一目标。我们即将签署纽约市和新加坡作为活动东道主 -- 我们在伦敦收到的对该品牌的强烈欢迎让我们完全有信心将WeQual带到世界各地。“

ShopTalk为企业平等行动小组WeQual创造了赋权身份

案例简介：WeQual launches with a mission to open the doors of FTSE 350 executive committees to women, with straight-talking brand identity and event collateral by London design studio ShopTalk. Recent research by The Hampton-Alexander Review has highlighted that there is still a considerable gender imbalance in the higher echelons. WeQual has been set up to empower women to stride confidently into more senior positions, challenge the male-dominated culture of these executive committees and, ultimately, improve business for everyone. Former Executive Director of the Financial Times and WeQual founder, Katie Litchfield, saw an opportunity to promote women in business, and approached ShopTalk with a formative idea for an awards programme. The team were asked to develop the brand guidelines, name, logo, website and event materials; and of paramount importance was attracting sponsors from across the City to support the venture from the outset. Following an immersion session, brand pillars were decided upon in order to curate a cohesive ethos: WeQual is a positive, straight-talking forum with its eyes fixed on the future and a mission to empower women to exist in all the places where big business decisions are made. ShopTalk’s approach shows how, with strong brand principles and a directional identity, the message of inclusivity can be married with impressive business credentials, giving the venture a sense of authority and purpose that appeals across the board. Achieving balance James Wood, Co-founder and Creative Director, ShopTalk, says: “WeQual is all about celebrating and recognising successful women on the cusp of executive-board status, and assisting them in moving up the ranks. As such, the tone needed to be frank, forthright and bold, without being preachy or overly focused on imbalance. The message is clear: what WeQual seeks to achieve will benefit women, men and business, and there’s plenty of evidence to support this. “But we had to tread a careful path. We wanted to bring traditional institutions and their largely male workforces on board because their support is vital. So the look and feel had to be approachable and non-confrontational if WeQual were to appeal to the businesses that fall short on gender balance, too. It’s all about positive outcomes for everyone.” All the branding, website and event collateral has been delivered in a striking monotone palette to drive home that this is a black and white issue – business and society will benefit from having more women at executive level. The two-tone approach also represents the straight-talking, 50-50 philosophy. Breaking the mould WeQual is an abbreviated portmanteau of Women Equal Business. The logo incorporates an equal sign that can also be used in isolation across event materials, both print and digital, to drive home brand messaging at all touchpoints. And customised sans fonts – not usually associated with the traditional, serif-loving City – give it a modern, direct feel. Katie Litchfield says: “I approached ShopTalk with an idea for an awards programme that would make a real difference. From scratch, they have created the tenets on which the whole organisation hangs and totally nailed the messaging and spirit. We now have a strong brand that gives us total credibility as women who mean business. “The team at ShopTalk showed agility and responsiveness. They understood my ambition from the outset and worked with us from the ground up to make it happen. We’re on the verge of signing New York City and Singapore as event hosts – the strong reception we’ve received to the brand in London gives us every confidence that we can take WeQual to the world.”