Overview

Influence is a women’s network with both an offline, events-based component and an online community. With a focus on business and the arts, the hub works primarily to connect and support women. The identity, then, had to be sophisticated and elegant, yes, great brief, but then some of the best briefs are three words long. Settling on cool pastels through pink and lilac to a mid grey the palette for Influence was understated without being too feminine, and colours were set against imagery and styling from the thirties. Promotional material featured black and white vintage imagery, colour-washed and used with fully-justified text on aged paper textures.

In direct contrast the business end of the brand used light but strong sans typefaces set in black and metallics against the logotype – a fusion of Serlio and Bickham faces. Stationery hinted at fragrance packaging and used specialist stocks with foils and metallics.