Project ObjectiveDesign a brand which addresses gendered ageism by fostering intergenerational connections through creative workshops, empowering women to share, learn, and grow together.
ClientMore Than
Category Brand Identity, Visual Identity
Winning entry for internship at Accept and ProceedChallenge
1/4Gendered ageism continues to affect women across all stages of life-limiting professional opportunities, impacting health, and diminishing emotional well-being.
More Than tackles this challenge by fostering intergenerational connections through creative workshops. These workshops are designed for women of all ages and abilities, providing a welcoming space where participants can learn new skills, share experiences, and build meaningful relationships.
Primary Logo
Secondary Logo
2/4Art Direction
How did I develop the brand?The logo was designed as a dynamic combination mark, uniting a heart-shaped symbol with the letter ‘m’ to blend word and image into one expressive form.
The colour palette draws inspiration from Warning by Jenny Joseph, reflecting its progressive spirit through the bold pairing of purple and red-symbolising self-expression and intergenerational connection among women.
An abstract continuous-line face pattern further strengthens the identity, representing connection and warmth, with heart-shaped lips echoing the logo to reinforce the brand’s inclusive, empowering message.
IllustrationsPattern
3/4User Journey
With a wide age range across the target audience, I defined three core user types: a young woman, a middle-aged woman, and a retired woman. Mapping out each of their journeys helped reveal key moments of overlap. These shared touchpoints became the foundation for creating a cohesive brand experience that resonates across generations.
Defining the relevant touchpoints
4/4Brand Applications
The website was designed for clarity and accessibility, with ink-style illustrations adding warmth and testimonials reinforcing the brand’s credibility.
The printed invite served as the first physical touchpoint for workshop participants, while posters combined member quotes and imagery to celebrate intergenerational connection.
Social media extends this engagement, sharing events and behind-the-scenes content to strengthen the sense of community across platforms.
How is the brand expressed?
Research and process work
