As well as being a successful Accountant, Karen also had a dream of wanting to do more to support women. She wanted to create a space where women can meet to connect with themselves and other women. To provide support and collaborate. Sharing stories and experience a sense of belonging. 

Circles are becoming more popular and after experiencing the Circle herself, Karen now wants to give other women the opportunity to experience it themselves. Often women don’t know they need it, until they’ve been. The aim is to create monthly circles based in Northants for women to meet and share.

The She Wolf concept was created, based on the ‘lone wolf’. Where women shouldn’t need to feel alone and experience life by themselves. To feel empowered by others. Being authentic to themselves, gaining strength and giving them a voice where they feel they are listened to and encouraged to share their stories. 

After the initial brand clarity process, I had an instant vision for the brand. The brand values were clear: Connection, Belonging and Authentic. The feeling is warmth, soulful, connection. The emotion is nostalgic stories, community, being loved, strength, empowerment. The photography used should be warm, soulful and feminine that evokes feeling. The logo itself has an organic, tactile, but feminine feel. I hand drew a lady in the typical wolf howling position to reflect the inner wolf qualities of confidence, strength and voice. The colour scheme is shades of dusky pink, plum, warm teal, khaki and light grey to bring it all together across the brand identity.

This was a very special and rewarding brand identity and was a total pleasure to help Karen bring her ideas to life and help her launch her Circle. I look forward to participating too.