Rosie

Rosie is a network built to support women stepping into leadership, current and prospective female founders, owners, and leaders. A brand like that has to carry two things at once: the courage it takes to lead, and a sense of pride and belonging that makes women want to join. The name pointed straight at the answer. Rosie the Riveter is already the most recognizable symbol of exactly that, women stepping up, sleeves rolled, proving they belong. The opportunity was to build on that icon without leaning on it as a cliché, and turn it into something ownable.

We built Rosie around a single device pulled from the icon itself: the Rosie-O, the polka-dot headband reimagined as the centerpiece of the logo and every touchpoint. It carries the Riveter's spirit, courage, capability, pride, in a mark that belongs to Rosie alone. From there we built out the whole organization. A responsive website to drive members to join and donate, with a home for board openings, events, mentorship, and resources. Custom photography and social themes gave the brand a consistent voice, including member call-outs that celebrate women taking on new leadership roles out loud, turning the brand into a tool for the recognition it exists to provide. The result gave Rosie a brand that leads by example, as bold and proud as the women it serves.