When Women Lead
Visual Identity Design, Brand Strategy
Project Type
Brand Identity
Year
2025
Role
Lead Brand Designer
Project Team
Alex Tudun
How do you communicate African women's leadership without defaulting to kente cloth patterns or obvious feminine aesthetics? When Women Lead is a podcast celebrating African women leaders, and the identity needed to honor both parts of that equation without leaning on visual clichés. The challenge was creating something that says "strength," "Africa," and "women" simultaneously—without any single element overpowering the others or looking like every other empowerment brand. The podcast operates across multiple platforms, so the system needed consistency without repetition.
Each graphic element has a job and a context. If the message is about strength, one element appears. If it's about community, another shows up. Logo variations, social assets, story templates, and YouTube thumbnails all pull from the same visual language, but the system dictates when and where each piece works. Some elements can become patterns to create texture and depth. Others can't—opening them up would make everything look generic, diluting the message instead of reinforcing it. The rules stay flexible only where flexibility strengthens what's being said. The system maintains consistency across Instagram, YouTube, and other platforms while ensuring the brand communicates leadership, African identity, and women's power without reducing any of them to decoration.
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