Women in Optometry leadership conference - “LEADERSHIP UNLEASHED”

THE BRIEF

Women In Optometry, (also known as “WO”), is an online publication with a focus on the female perspective. Its platform gives women in the optical industry a space to connect with their female peers, gain exposure, and share their unique viewpoints and expertise with others.

Every year, WO hosts the “Women in Optometry Leadership Conference,” (or “WOLC”), and in 2024 their theme was “Leadership Unleashed”.

WO needed a bold logo and identity to market, and ultimately host, the WOLC live event in Indianapolis.

THE SOLUTION

The key word I had to consider when designing this logo was “Unleashed.” It was important to the client that the logo capture movement, freedom, and strength, as well as femininity. Also, because this event aimed to represent all women in the optical space, it was crucial that the design be diverse and welcoming to women of all races and backgrounds.

Using a silhouette allowed me to explore the female form while maintaining racial anonymity, and the posture perfectly encapsulated the concept of “breaking free.” I then customized the typeface ‘Sarah Script’ to further bring life and motion into the logo mark.