Rebrand of the organization empowering young women to lead

Rebrand

Madeo partnered with Tomorrow’s Women (formerly Creativity for Peace) for a transformative, one-year partnership to rebrand the organization—focusing mainly on the ideation and implementation of a new name, new brand identity, website, and social media presence.

Based in Santa Fe, New Mexico, and operating as Creativity for Peace for nearly 20 years, Tomorrow’s Women is a female-empowerment organization that trains young Palestinian and Israeli women to partner as leaders to promote equality, peace, and justice for all. Before any work was started, we took stock of where the organization was, and realized almost immediately that the way in which the organization described and illustrated its work did not fully match its actual mission and vision. Its focus on art-making and creativity as methods for change over-shadowed its core purpose of empowering young female leaders to become life-long leaders.

To strategically frame our branding work, Madeo conducted a multi-day, in-person branding workshop that helped the team dive deeper into the personality, voice, values, and positioning of the current organization and decide how, and in what ways, the team could re-shape the organization into one that more fully represented both its work and its future. Virtual stakeholder discovery calls with staff, board members, and program alumni, plus a comprehensive branding survey also added more helpful layers to our own exercises.

After months of research, workshops, and collaboration, we renamed the organization to become Tomorrow’s Women. The new name and positioning provided clarity for the direction to take with the visual brand identity; creating a bold yet empathetic visual language that evokes confidence and connection between the young leaders.

Central to the new design are the organic brush strokes that connect and bring together the young women, representative of their work of partnering for peace, as well as the photography that puts the young leaders front and center. Together, in conjunction with meticulous color choices and choices of typography, these elements seek to evoke the courage and energy of the young female leaders on their journey to transform conflict.

Website

Madeo collaborated with the Tomorrow’s Women team on the website redesign to create the organization’s new digital presence and full interactive expression of its new brand. The Madeo project team consisted of a creative director, strategist, two designers, and four web developers. Working across digital & content strategy, design, copywriting, and web development, the Madeo team launched a completely new and mobile-responsive website that better communicates the organization’s goals while remaining true to its history and core mission.