WOTC

Women of OTC

Branding and the building of a community.

/The Challenge

Design a brand that helps WOTC build a sense of community between their members.

Diversity has become a central topic of discussion in the technology area. Intel, one of the biggest tech companies in thw world, set goals to reach full workforce representation of women and underrepresented minorities until 2020.

Women of OTC is an initiative that aims at presenting OTC as a workplace of choice for women globally. Their plan is to promote it at each OTC location as a group to provide support, resources and networking between women.

WOTC leaders wanted a brand designed to fully express the organization: It should be singular to the group, empowering, welcoming for newcomers and - most important - a brand that helps building a sense of community.

A collection of pictures of women in their workplaces

/The Process

This project started with a number of interviews with WOTC leaders and a study case into various women’s organizations - especially those dedicated to empowering women in tech. The research made us come to two principles the brand should evoke:

It is about community

All of the leaders interviewed made clear that women at the division needed to feel part of a community, as many of them worked in teams without other women - and thought it was difficult to get into contact with their co-workers.

The brand should drive a sense of belonging for these women, making it easier for them to get in contact and network.

Women jumping with their hands linked together

It is about creating ties

Meeting other women at summits, conferences, hackathons, dinners, reunions - or even in the company's corridors - is only part of the equation. The other part is to get to know and support each other and ultimately empower the whole community.

This process is about relating and creating empathy between the members of the group: create ties.

Community is about creating ties.

The ribbon is the main brand inspiration. Ribbons are a sign of celebration, festivities and togetherness. Ribbons are used as decoration, as accessories and, in some cultures, as a part of special folk dances.

The pattern is inspired in tied ribbons. Ties are used to keep things together, whether we are talking about two pieces of rope keeping a boat from drifting away or a tied ribbon to keep a gift box all wrapped up. The pattern means unity and community between the women of OTC and those who support them.

The pattern in white over purple background a purple tied ribbon

Shaded purple and blue pattern over a light background

Unshaded purple and blue pattern over a light background

Branded table placement with napkin, placemat and a card

/The Scarf

During the preliminary research we noticed that the Intel women who attend tech events usually wear a Intel patterned scarf. The WOTC scarf is the perfect accessory for our brand: it is something you usually wear somewhat tied. It easily identifies the person wearing it as belonging to the community and will allow people from different GEOs to locate and interact with each other already knowing they participate in the same organization.