WAKE International (Women’s Alliance for Knowledge Exchange) is one of those rare organizations that truly inspires. Through technology, volunteerism, and collaboration, WAKE empowers mission-driven social enterprises worldwide.
But their brand? It wasn’t telling that story effectively.
WAKE’s old logo, color palette, and website felt outdated. The brand lacked vibrancy, consistency, and a strong emotional connection. Their website, in particular, wasn’t as intuitive or visually engaging as it needed to be—making it difficult for people to fully understand WAKE’s impact or find the information they needed.
Having participated in two Tech2Empower programs—one in Lithuania, working with Ukrainian entrepreneurs, and another in Rwanda, collaborating with Rwanda Women’s Network—I had personally witnessed WAKE’s power to drive change. These experiences were so life-changing that I felt compelled to give back in a bigger way.
That’s why I joined WAKE’s Board of Advisors and took on the challenge of redesigning their brand—from their logo to their website—to create a stronger, more unified identity.
WAKE’s original logo featured a sunrise—a powerful symbol of hope and new beginnings. I loved the concept and wanted to preserve that essence, but it needed a modern refresh.
The new logo retains the optimism and energy WAKE embodies while making it more dynamic, engaging, and reflective of its global reach.
Before: The old logo felt static, with colors and typography that didn’t quite match the energy of WAKE’s work.
After: The new design introduces bolder colors and refined shapes that visually capture the organization’s mission of empowerment, collaboration, and growth.
If there’s one thing I believe in when it comes to branding, it’s color!
WAKE’s new color palette needed to be vibrant, professional, and emotionally engaging. I carefully selected colors that:
At a recent WAKE volunteer event, I saw the branding in action. The large screens radiated joy and vibrancy, filled with images of advisors working with women from across the globe. That moment reinforced that the new brand truly captured WAKE’s spirit.
Also… I never miss a chance to sneak a purple hue into a color palette (but I’m always willing to be overruled if it’s not the right fit).
WAKE’s website was another critical part of the rebrand. Their old site wasn’t just visually outdated—it lacked clarity, structure, and flexibility.
I rebuilt the website in Webflow, ensuring that it:
To keep the experience human-centered, I used a mix of illustrations and photography from WAKE’s programs. Real people, real stories, real change. The result? A visually stunning, intuitive platform that makes WAKE’s mission feel immediate, tangible, and inspiring.
This rebrand was about more than just a new look—it was about making sure WAKE’s brand and digital presence matched the heart of its mission.
The new logo, bold brand guidelines, and website refresh have made WAKE’s identity stronger, clearer, and more emotionally engaging. Now, when people see a LinkedIn post, visit the website, or pick up a brochure, they instantly understand WAKE’s mission and feel compelled to be part of the movement.
At the end of the day, great branding isn’t just about aesthetics—it’s about storytelling, connection, and inspiring action. Seeing WAKE’s new brand in the real world, empowering more social enterprises to drive change, has been the most rewarding part of this journey.
[Follow up with Trish for a testimonial to reinforce impact.]
