Blue Circle Leadership: Professional Development

Despite having her leg amputated at age 5, Bonnie St. John became the first African-American to win an Olympic or Paralympic medal in ski racing. She has been featured on The Today Show, CNN, CBS Morning News, NBC News, PBS, NPR, and The New York Times, as well as People, “O”, and Essence magazines. Bonnie is an inspiring force. She continues to touch lives with her team at Blue Circle Leadership Institute. Blue Circle’s 9-month interactive workshop is designed to help multicultural women overcome inherent prejudices and stereotypes that have kept their talents from breaking through to high-level positions in corporate America. In addition to the women themselves, the workshop helps corporate leadership understand these obstacles and encourage them to change. Blue Circle needed an identity and website for the workshop that felt authentic, contemporary, and inspirational.

The mark builds off of Blue Circle’s current mark, while incorporating features that suggest enlightenment and growth. The site’s bright color palette conveys the proud flag of heritage. But, most importantly, we wanted the site to immediately communicate the inherent challenges that multicultural women face. Unfortunately, we had a deep list of disconcerting facts and testimonies as evidence of these challenges. We are grateful for Bonnie and her team, and while the facts are alarming, we are hopeful that their work will continue to draw awareness to this issue and look forward to a positive response in the American workplace.

Scope of Work
Brand Strategy
Brand Identity
Brand Guidelines
Photo Art Direction
Website Design
Website Development