Services
Client
Year
Challenge
After ten years of organic growth, the brand had become fragmented.
With various designers contributing over the years, visual inconsistencies had crept into their digital assets, event signage, and social media. The brand lacked a unified, professional “red thread,” which risked diluting its perceived authority and prestige as the region’s leading awards ceremony.
Goal
The primary objective was to modernise the DevelopHER brand for its 10-year milestone while honouring its established heritage. This required: Conducting a strategic audit to identify core brand equities worth keeping. Creating a cohesive, premium visual identity that felt current and inspiring. Building a scalable brand system to ensure consistency across all future touchpoints.
The impact
The refreshed identity elevated the Awards to a new level of professional prestige:
Stronger Engagement: The modernised look re-engaged the loyal community and attracted new, younger audiences within the tech sector.
Increased Sponsorship: The professionalised brand and clear positioning attracted new corporate sponsors, providing a sustainable financial foundation for the event.
Scalable Growth: With clear guidelines and a unified identity, DevelopHER is now equipped to scale its operations and evolve with confidence for the next decade.
The approach
Against Ordinary led a strategic "evolution, not revolution" approach:
Strategic Brand Audit: We evaluated a decade of assets to define a brand foundation rooted in empowerment, celebration, and authenticity.
Refined Visual Assets: We modernised the iconic star motif and evolved the signature pink colour palette, ensuring the brand felt premium and fresh without losing its valuable brand equity.
Comprehensive Brand Guidelines: We developed a unified brand system and detailed guidelines. This empowered collaborators to maintain a consistent look across print collateral, stage design, digital promos, and social media.
Authentic Tone of Voice: We refined the brand’s verbal identity to be inclusive and celebratory, perfectly aligning with its mission to spotlight extraordinary women.