Working with Stef & Sarah to create the WeWomen brand has been an inspiring and rewarding experience. From the very first conversation, we knew this wasn’t just going to be about logos or fonts — it was about building something meaningful. Something real. A brand that feels like sisterhood.
We wanted to create a space where women feel supported, seen, and celebrated — especially during big life transitions like (peri)menopause. And to do that, we had to start with the heart.
Co-Creating a Brand That Uplifts and Connects
Our journey started with honest conversations. I listened to Stef & Sarah’s vision, their values, and what they wanted this brand to stand for. We talked about emotions, energy, and the type of community they wanted to build. It was clear from the beginning: this brand needed to be rooted in connection, courage, and care.
As with every brand I build, I started from the inside — using archetypes. It’s the best way I know to build something truly authentic.
The Power of Branding Archetypes
We started the process with Stef & Sarah by having them take my Female Archetype Test. It was such a fun and eye-opening exercise that gave us a great starting point for deeper conversations.
After a few inspiring discussions about their vision and values, we decided to focus on two archetypes that truly captured the spirit of the brand:
The Every Woman — warm, relatable, inclusive. She represents the heartbeat of the WeWomen community.
The Heroine — strong, determined, optimistic. She reflects Stef & Sarah’s spirit and leadership.
These two archetypes guided every decision — from messaging to visuals — and gave the brand a strong emotional foundation.
Want to know what your brand’s archetype is? Take the Female Archetype Test and find out what drives your unique story.
Once we had the foundation, we moved into strategy. This part is so important because it gives the brand a clear voice. Together, we shaped the brand’s vision, mission and values:
Vision
To create a world where every woman feels empowered to embrace her health, happiness, and confidence at all stages of life.
Mission
To provide a supportive community and tailored wellness resources that empower women to embrace their health journey, focusing on self-care and self-advocacy.
Values
- Empowerment: Building inner strength and resilience in every woman.
- Inclusivity: Providing accessible, relatable support for all women.
- Holistic Health: Supporting comprehensive wellness—physical, mental, and emotional.
- Optimism: Fostering a positive, supportive community environment.
- Community: Creating a safe space for women to connect and support each other.
These weren’t just nice words. They became the filter for every choice we made.
Designing the Look & Feel
When it came to the visual identity, we wanted a look that felt both strong and soft — feminine, but not overly sweet. We wanted to balance power and approachability.
Here’s how we brought it to life:
Colors: Coral Pink for warmth and vibrancy, Deep Teal and Redwood for confidence, resilience and empowerment, Alabaster and Cambridge Blue for calm and clarity.
Fonts: Mercado for elegant headlines to add a bold, sophisticated tone, capturing attention with a sense of strength and empowerment that reflects the Heroine archetype. Montserrat Alternates for subheading and body text, to provide a clean, friendly foundation that embodies the Every Woman archetype. Its rounded forms and modern simplicity make it highly readable, welcoming, and accessible.
Logo: Two intertwined “W” letters, symbolizing women lifting each other up — simple, graceful, and full of meaning.
The Photoshoot — Where It All Came Together
And then came the moment that brought everything to life: the brand photoshoot.
We met in an old factory in Amsterdam — a space full of soul, texture, and warmth. It couldn’t have been a more perfect location. The light was soft, the energy was high, and the women we photographed brought so much heart to the day.
Before the shoot, I had a session with Stef & Sarah to get aligned on how they wanted to feel during the photos — not just how they wanted to look. We talked about natural movement, and letting go of perfection.
And that’s exactly what it became. We laughed, connected, and captured real, meaningful moments. It felt more like a gathering than a shoot. And that energy — that authenticity — is what makes the images so powerful.
This is the kind of work I love. This is why I call it personal brand photography — because it’s not just about visuals. It’s about you.
What Happened Next
WeWomen launched as a brand that feels alive. It’s more than a logo or a website. It’s a place where women feel safe, encouraged, and part of something bigger.
This brand now serves a community of women who are navigating big changes and doing it with strength and grace. And the response? It’s been beautiful. Women feel the heart behind the brand — because every part of it was built with care.
Why It Matters
Let me be honest with you — branding is deeply personal. It’s not just picking some pretty colors or a nice font. It’s how your audience connects with you before they even hear you speak. And when it’s done with intention, it becomes magnetic.
I’ve seen time and time again how the right branding gives women the clarity and confidence to show up fully. To be bold. To stop hiding. And that’s exactly what happened with WeWomen. It started as an idea and turned into a living brand that empowers others.
WeWomen is proof that branding isn’t just about looking good. When done right, it becomes a reflection of your values, your story, your mission.
If you’ve outgrown your old brand — or if you’re just starting to build one — I want you to know that it can feel aligned. It can look beautiful. And yes, it can speak straight to the hearts of the people you want to reach.
You don’t have to figure it all out alone. I’m here to help.
Kasia Giska