Broadminded is a collaborative community bringing talented and ambitious women together, to meet and talk honestly about the challenges they face as they navigate the middle of their careers. Through a programme of inspiring events and content, Broadminded bring the female leaders of the future together by arming them with valuable skills which they can apply directly to the workplace.

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Sēon gave Broadminded a brand refresh, with a new visual identity that would help them take a competitive position in the community space. Establishing a characterful brand persona - approachable but wise, like a big sister - the Sēon team developed a strategy to ensure Broadminded would stay visually appealing whilst disrupting industry standards. 

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The new logotype draws attention to the wordplay at the heart of the brand name, and subtly nods towards the progressive mentality of the community’s members.

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The colour palette consists of a playful range of primary colours, introducing tones which took the palette to a place of maturity, evoking the affable but polished work of Matisse.

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Establishing a robust orange and dark vanilla as the brand’s feature colours, Sēon created textured graphic elements to be used throughout brand collateral, injecting warmth into flat designs by introducing a subtle grain to blocks of colour.

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The Sēon team developed a bank of hand-drawn illustrations focused on community and the joy of shared experience. These were coupled with the existing curated archive of high-end photography.

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To further advance the brand, Sēon applied the new identity to a collection of collateral templates. An attention-grabbing digital newsletter was designed, in addition to a suite of engaging social media templates. 

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