Forward Ladies

Reinvigorating an organisation that celebrates women in business

After 13 years in business and with a network of over 13,000 women in business, Forward Ladies came under new ownership and wanted a complete change of direction. We decided to think forward…

After 13 years in business and with a network of over 13,000 women in business, Forward Ladies came under new ownership and wanted a complete change of direction. We decided to think forward…

Our strategy workshops identified that Forward Ladies want to become ‘the’ modern voice for women in business, to move beyond the victim voice of lower wages, male directorships and working mothers.

After we ran focus groups with business women and conducted tons of research, we came up with the concept of ‘Think Forward’, as it dovetailed into the name perfectly. It’s about thinking forward to a time when there is ‘no’ issue for women.

The forward moving arrows became the brand signature, with a myriad of arrow shapes and styles being a metaphor for the different types of businesses they deal with.

Our strategy workshops identified that Forward Ladies want to become ‘the’ modern voice for women in business, to move beyond the victim voice of lower wages, male directorships and working mothers.

After we ran focus groups with business women and conducted tons of research, we came up with the concept of ‘Think Forward’, as it dovetailed into the name perfectly. It’s about thinking forward to a time when there is ‘no’ issue for women.

The forward moving arrows became the brand signature, with a myriad of arrow shapes and styles being a metaphor for the different types of businesses they deal with.

The result is a fresh, modern, meaningful brand that launched with a blaze at the Women in Business Awards, a celebration of the achievements of women.

The result is a fresh, modern, meaningful brand that launched with a blaze at the Women in Business Awards, a celebration of the achievements of women.

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