Lioness Women's Club

UX/UI DESIGN & BRAND IDENTITY

Elevate personal and professional life to the next level. Unite like-minded women.

Based in Toronto, Lioness Women’s Club is a membership community of like-minded female leaders, who share life ambitions and strive to empower their communities. Carefully curated Lioness members represent diverse backgrounds including PhDs, lawyers, surgeons, musicians, professionals, owners of small, medium and large businesses, and corporate professionals.

SCOPE OF WORK

Strategy

UX Research

Wireframing

High-fidelity comps

Brand Identity

Graphic Design

CHALLENGE

Transform an existing blog to an interactive platform for successful women to communicate, promote their business and socialize, both locally and globally.

OUTCOME

A strategic rebrand — logo, website, posters, merchandise and membership cards — that aims to drive success, foster deeper conversations and offer platforms for exchange, both online and offline.

TOOLS USED

Photoshop

Illustrator

Sketch

InVision

Asana

Strategy

It was a remote project that initially started with a logo change request and later on grew into a full-scale rebranding campaign.

I have been working closely with the owner of the club, a project manager and a development team.

During our discovery sessions, we were able to identify our competitors like Wing and come up with a Unique Selling Proposition that catered to Lioness target audience: women professionals, owners of small, medium and large businesses.

We decided to introduce a networking platform for the members of the club where they could connect with each other, promote their business and socialize. Members would have access to different features of the platform based on their membership level.

HIGH-LEVEL GOALS

Transform Lioness blog into a communication platform

Erase boundaries between online and offline women communities

Easy to use platform for busy like-minded women

Brand Definition

Inclusive, yet selective club for women professionals

PROCESS

During our remote collaboration with Lioness Team in Toronto, we were able to identify 5 key pillars of the brand.

It allowed me to align the design process with the brand’s voice and feel later on.

POSITIONING

The next step was to describe Lioness positioning in a concise and clear way.

Brand Identity

Before

After

PROCESS

The owner of the club had very specific requirements for the logo that had to be combined elegantly together.

The new Lioness mark was supposed to resemble a stamp or a signature with letter L inside the circle. It was meant to be used both alone and as a part of the logotype. She also wanted to keep the crown as is went well with a new motto.

In oder to keep the brand recognition Lioness club had, I kept the original fuchsia color in the logo and as the main color in the brand identity system. I have also introduced a light pink to balance the richness of the main color.

Two fonts Clearface and Proxima Nova used in the design of the logotype have been used throughout the identity system and the website.

Heading 1

Heading 2

Heading 3

Body copy

BUTTONS

Main color

8B2850

F8ECEA

72 pt

40 pt

Aa

Clearface

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*( )_+

24 pt

16 pt

Aa

Proxima Nova

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*( )_+

Secondary color

F1F1F1

4A4A4A

Text color

9B9B9B

000000

Membership card

T-shirt with logo

Paper cups for club events

User Personas

Together with Lioness team, we have analyzed the data from their existing blog, current membership applications, and social media demographics. The club had an established target audience, but defining user needs and pain point allowed to make crucial changes and redefine the brand's image.

95%

followers are women between the ages 25-55

80%

followers are successful business owners

75%

followers spend $1,500 or more per month on beauty and fashion related products and services

85%

followers have an annual income of over $120,000

User Experience Mapping

As the monetization of the platform was one of the main goals, it was important to map the user's journey from becoming aware of the club to making a decision to become a member. Making this process as smooth as possible while considering a user's emotional state was a key.

Site Map

I have created a high-level view that allowed us to feel the size and complexity of the platform. We have added and removed certain features to better accommodate the needs of our users.

Sketches

In order to minimize the amount of rework at the hand-off point, it has been decided to engage a development team at this stage, when I started to design the functionality of the platform.

I took a mobile-first approach when designing the website as the users are mainly interacting with the blog from their mobile devices. Designing for a small screen first meant that the platform will be designed around the content and user needs while maintaining the aesthetics on every device.

Mobile and desktop views for homepage and blog

Mobile and desktop views for Lounge page

User Flows

To break down the user's interaction with the platform, I created user flows to separate all the different steps users take when trying to accomplish a task. This helped me decide which steps could be consolidated and where they could be improved.