Women in Defence UK

Women in Defence UK is an independent not-for-profit organisation, founded in 2011 by former Army officer Angela Owen OBE. With a robust network of over 15,000 individuals, 40+ partners, spanning every level of the defence sector, they are uniquely positioned to stimulate substantial change.

Women in Defence UK’s brand had evolved organically. With its growing list of high-profile sponsors and allies – and a new website on its way — it was the perfect time for a brand refresh.

Guided by Emmeline Pankhurst's principle of 'Deeds not Words', Women in Defence UK’s purpose is to accelerate gender equity in the defence sector. Working in support of the Women in Defence Charter, and the Charter’s ambition of 30% of all roles to be filled by women by 2023. Achieving this critical mass will speed-up the transition towards a more balanced, inclusive, and equitable defence enterprise.

Women in Defence UK Annual Awards
A key plank is to inspire through the Women in Defence UK Annual Awards, recognising and celebrating exceptional people in defence.

Design Studio at PA creative response

After an initial discovery phase, we constructed an architecture for the new visual identity, consisting of four pillars: Institutional; Partnerships; Programmes, products, and campaigns; and Awards.

Three key initiatives also required their own iconography: Critical Mass; Inspire; Challenge.

We analysed Women in Defence UK’s current brand touchpoints, creating a leaner, more cohesive system for use across print, digital, events, and web. A distilled colour palette, new fonts, and revised brand lockups.

Focussed on ‘modern heritage’, our solution evokes power, strength, intelligence, and commands respect.