LC WINS

Overview

LC WINS, an organization at the forefront of national security issues led and powered by women, needed a new brand identity that brought them up to date and seamlessly communicated their mission and values.

2025

LC WINS, an organization at the forefront of national security issues lead and powered by women, needed a new brand identity that brought them up to date and seamlessly communicated their mission and values.

2025

The Challenge

Political brands are tough. For LC WINS it was a balancing act. LC WINS is short for "The Leadership Council for Women in National Security", an incredible organization that tackles really sticky issues. The organization itself is non-partisan so the typical blue and red in their previous logo wasn't working. It's a coalition of women, so a nod to the feminine was important but wasn't meant to be the star, oh, and it's also an organization that works on defense and diplomacy and is made up of some seriously tough and brilliant people.

The Solution

Purple; this isn't about picking a side. Lowercase on the mark so it's approachable, sans serif to make it clear and strong. Graphically we started with the idea of a shield. Protecting and defending. We took that and broke it up into dots to show the numbers of people involved; by working together we're stronger.

Purple; this isn't about picking a side. Lowercase on the mark so its approachable, san serif to make it clear and strong. Graphically we started with the idea of a shield. Protecting and defending. We took that and broke it up into dots to show the numbers of people involved; by working together we're stronger.

The Result

The new LC WINS is eye-catching and timely. The color palette uses the purple throughout to anchor the design and is offset by the bright teal which serves as part of the wordmark or can be expanded to serve as a canvas. The shield emphasizes that this is a coalition. The brand doesn't scream or shout but calmly and energetically demands to be taken seriously.