Women at the Table

From confusion to clarity

Women at the Table is a growing, global CSO based in Geneva – and the first women’s equality organization to focus on systems change. They help feminists gain influence in sectors that have key structural impact on how we all live: the economy, democracy and governance, technology and sustainability.

Galvanizing women’s influence and establishing new norms


It sounds rather clear now, but wasn’t always to easy to explain what Women at the Table does. When founder Caitlin Kraft-Buchman first contacted Brandframe, she told us that Women at the Table confused people. She kept being asked, are you about LBGT or reproductive rights? No. Gender-based violence or poverty? No. More women CEOs? No.

So she asked Brandframe for help with:

  • Clarity and positioning
  • Make it clear that Women at the Table is unique
  • Describe what they do
  • Differentiation to gain attention for funding requests

Creating a new & unique category

During our investigations, we could confirm what Caitlin had told us. There are no other organizations that do what Women at the Table does.

In fact, after much discussion, reading and investigating, we could truly claim that Women at the Table is unique. Perfect information to include in the strategic brand story!

What did we do?

Brandframe’s goal was to simplify the message and bring it down-to-earth – but not too much. Because her audience is in-the-know, and has sophisticated knowledge of NGOs, CSOs and governmental organizations. As we investigated, we began to see what the other agencies had missed. When our world is being planned and designed (mainly by men), women’s needs and roles are simply forgotten, because there are no women at those tables.

With all this new knowledge under our belts, we got to work to:

  • Analyze input and positioning
  • Investigate other women’s organizations and inspiring NGOs
  • Create an internal brand hierarchy
  • Develop a brand key from scratch

Once we finalized the brand key – including benefits, personality, values and essence, we moved on to create the:

  • Mood board
  • Strategic brand story
  • Mission statement
  • Tone of voice
  • Elevator pitch
  • Key words and phrases
  • Tagline: Establishing new norms, now

Time for a new corporate identity

After finalizing the  brand positioning, we called in Saar-Ontwerp for the new corporate identity – inspired by being a catalyst, at the table, intricate yet fundamental systems, and the power to reshape society. Final designs were created for:

  • Logo
  • Business cards
  • A3 poster
  • Roller banners
  • Stickers
  • Social media thumbnail
  • Buttons/badges

Recognized by Fast Company

Today, Women at the Table is working to ensure that the future of our digital world and AI includes women. These efforts have been recognized by Fast Company as one of their 2020 World Changing Ideas. Keep up the good work!