Designer
Brand Identity
Motion
The reference world is the traditional boardroom and the visual language of corporate power: smoke filled rooms, executive offices and the corporate agency culture of the 1970s and 1980s. Badass Bitches In Brand borrows that world and recasts it, placing women at the centre of the frame as decision makers, collaborators and leaders. The art direction treats the boardroom less as a symbol of hierarchy and more as a space for confidence, creativity and self expression. It's a playful subversion, one that explores what happens when women are not only invited into the conversation, but leading it.
The identity is built on two codes. The first is colour. The brand sidesteps the soft palettes the category expects and goes somewhere louder, a filtered, unapologetic bright red. It signals that these conversations are direct, urgent and entirely on their own terms. That same red demands presence across the identity, instinctively pulling listeners in with the kind of signal that says pay attention.
The second is the dot. At its most literal it's the recording light, the signal that something worth capturing is happening right now. It becomes a recurring mark throughout the brand, both a visual anchor and a quiet provocation; a reminder that every conversation is live, every voice matters, and the mic is always on. Helvetica Neue in bold capitals was a structural choice, creating presence without personality. Badass Bitches In Brand is not about the brand speaking loudly, it's about the women within it being heard. The typography steps back so the words can step forward.
Photography extends the same idea. Shot by Juli Balla and brought to life by an all female creative team, the imagery takes the iconography of the executive floor and filters it through a confidently feminine lens. The process mirrored the values at the core of the project, with Juli's instinctive, collaborative approach building an environment of trust and experimentation, letting the imagery evolve organically while capturing moments that feel both aspirational and authentic. Communication sits at the heart of the series, and the props are a deliberate visual system rather than scattered references. Megaphones, microphones, on air signs and the iconic red telephone are styled and lit as hero objects, each one a metaphor for visibility and the right to take up space. They also point back to the podcast itself, and the stories and shared moments that create connection.
Every element points back to the same idea. Something worth capturing is happening right now, and the record is finally showing it.