W Group
01
The challenge & strategic pivot
For years, Women’s Health Week successfully brought together leaders, researchers, and innovators to advance conversations on women’s health. However, as the organisation grew, its scope expanded rapidly beyond a single annual event—generating insights, accelerating initiatives, creating industry intelligence, and broadening into women’s sport.
The existing brand and legacy website lacked structure: user capture relied almost entirely on a single footer signup field, yielding low lead volume and minimal attendee context. The challenge was to execute a complete repositioning: transforming an event-bound brand into W Group, an authoritative, scalable ecosystem powered by intelligence.
Joining at this critical turning point, I led the transformation end-to-end—defining the overarching brand strategy, building a modular visual identity, designing a multi-tier lead generation funnel, rebuilding the website, and bringing the new identity to life across both digital channels and large-scale physical event production.
+329%
+172%
50+
02
Strategic architecture & visual system
I developed a modular visual identity structured around a clear core brand and an expanding product architecture, ensuring the brand could scale seamlessly as new ventures were introduced.
The Core Logo
We summarized the identity to its most recognizable and powerful form: the W. I designed a bold, geometric mark built on heavy proportions to communicate confidence, structure, and credibility. Wide-angled cuts bring readability and subtle forward dynamism, while a stylized period reconfirms authority and acts as a definitive brand statement.
W Products (Value Creation)
To establish a clear hierarchy, the core W represents authority and trust, while custom individual symbols define how the platform creates value:
Intelligence: A compass and four-point star communicating guidance, clarity, and signal identification.
Summits: A stylized dual mountain peak representing gathering at the highest level to unite leaders.
Accelerate: A forward-moving graphic shape communicating momentum, action, and real-world impact.
Insights: A central focal point with radiating elements symbolizing shared knowledge and thought leadership.
W Portfolios (Value Application)
Where products describe how value is created, portfolios define where it is applied:
Health (Green): Symbolizes biology, living systems, and growth.
Sport (Orange): Represents energy, strength, and high performance.
Platform Intersection (Violet): As the accent color of the W Group identity, violet links both domains, symbolizing transformation, connection, and the space in between.
03
Designing for impact
Repositioning an established organization required balancing authoritative credibility with measurable business growth. I designed and built the new W Group website, translating complex brand architecture into a clean, intuitive digital experience.
Post-rebrand data confirmed a step-function increase in user acquisition and pipeline quality:
+329% Lead Volume Spike: In the 3-month run-up to the event, deduplicated leads quadrupled from 127 (old brand) to 545 (new brand).
+436% Final-Month Velocity: In the final month before the flagship summit, lead capture rose from 69 to 370 qualified contacts.
+154% Total Form Submissions: Total form entries jumped from 987 to 2,506, driven by new specialized forms (VIP, Speaker, and Startup Pitch registration).
98%+ Net-New Audience Growth: Out of 545 pre-event leads, 539 were net-new contacts, proving the rebrand successfully expanded market penetration.
Extending the brand into live events further demonstrated the resilience of the visual system—96% of event attendees left with a new business partner or strategic connection, reinforcing W Group’s standing as an industry authority.
04
Results & legacy
The rebrand successfully repositioned the organization from a single annual event into W Group—a respected platform for insight, innovation, and action across women’s health and sport.
Supported by high-profile sponsors like Google, Novo Nordisk, Garmin Health, Merck, Oura, Organon, and EY Parthenon, the new design system delivered both brand authority and commercial performance. For me, this project demonstrated the business value of uniting strategic visual design with optimized UX and large-scale physical production.
