01-02 Wind and its
association with
change was one
of the visual
references for the
transformation
graphic that
Design Bridge
developed. The
final graphic is
reminiscent of
green silk,
billowing in
the wind.
01 02COMPUTERARTS.CREATIVEBLOQ.COMPROJECT DIARY
take in fuelling meaningful change. This thinking
set the tone and underpinned our work.
We wanted to ensure that the new mission
had a built-in vision that accurately represented
the progressive nature of the organisation as
well as the passion of its members and what
they could achieve, and we articulated this as,
“To accelerate the financial power for all women
by working with organisations to champion the
female economy and unlock its full value.” From
this vision, “Championing the Female Economy”
became a natural choice for the strapline,
perfectly capturing the spirit and drive of the
organisation and its members.SELECTING A NAME
By Cristina Tazza
We developed the new name alongside the visual
identity. Evaluating the former name, Global
Banking Alliance for Women, we then explored
more descriptive names that better reflected
the organisation’s broader positioning, as well as
more evocative ones that supported the newly
defined personality.
The final decision came down to a stakeholder
interview quote that had stuck with us: “You
need to know you’re in the right room.” As the
organisation works with financial industry
leaders across the globe, it was important
the name synthesised all of its key aspects.
“Financial”, therefore, was added to reflect the
broadened ecosystem beyond banking; “Alliance”JODY GIBBS
Senior 3D visualiser, Design Bridge London
With over 25 years’ experience spanning graphic
design, advertising, artwork, 3D, retouching and
illustration, Jody Gibbs works with teams across
the Design Bridge group. He’s created visuals and
animations across a diverse set of clients including
Unilever, Diageo and British Airways.was important to keep as it communicates
the collaboration and peer-to-peer learning
that underpins the organisation; and “Women”
signifies who the organisation aims to serve.DESIGNING THE IDENTITY
By Jemma Campbell and Nei Valente
As a B2B2C organisation positioned as
“Catalysts of Transformation”, it felt only right to
explore an identity with a dynamic and powerful
look and feel to reflect the powerful force of
women. Let’s not forget, women make up half of
the participants in the global economy.
The idea for what we call our “transformation
graphic” first surfaced when we were exploring
the impact that women have. Inspired by
wind power as a visual metaphor, our graphic
represents an invisible force that has the power
to shape and shift the world, just as women have
a huge role in shaping the economy. We sought
to make the invisible visible, demonstrating
the strength and momentum women have in
accelerating their financial power, capturing the
energy and dynamism of the Alliance and its
members in a visual form.
For us, the graphic was the most interesting
part of the identity to work on. Designed to work
statically or animated so that it could flex across
different mediums, we knew how we wanted
it to feel – organic, worldly and wind-like when
animated – and it went through several rounds of
development. There were quite a few trials whereJEMMA CAMPBELL
Creative director, Design Bridge New York
As a creative director based in Design Bridge’s
New York studio, Jemma Campbell drives creative
excellence and strong client relationships
through a mix of creative strategy and emotional
storytelling. Campbell is a big advocate for shopping
sustainability and is partial to a single malt whiskey.NOVEMBER 2019