Huge Women's Affinity Group

As an integral part of Huge’s 2022 rebrand, the internal company affinity groups all went through a redesign. The goal was to design identities for each group to feel authentic and representative of their communities.

Art Direction
Brand Identity Design
Concept + Content Creation

Intersectionality.
Softness and Boldness.
Radiance and Glow.

At its core, the Huge Women’s Affinity Group encompasses intersectionality; challenging traditional ideas of femininity and embracing inclusive representation. The team explored the interplay between softness and boldness through non-traditional color palettes, diverse photography, and unique illustrations. Visual elements are brought together by layers of light, symbolizing the unique radiance and glow of each individual. These themes became the primary pillars of the Huge Women’s brand.

Scaling the design system for social.

Huge’s Affinity Groups content would be made to share internally through the company and externally through Huge’s social media. Each group was instructed to take their design systems and showcase how they would be used across social media platforms. At the time of this project, Huge was mainly using Instagram for Affinity Group promotions, so each team was tasked to highlight content design specifically for posts and stories.

Process

We started with words; brainstorming as a team what themes and ideas our Women’s Affinity Group valued, how we aim to empower our members, and everything we believed our identity should reflect. We then took these words, phrases, metaphors, and ideas and began working on creating unique color palettes, collecting relevant content, establishing our brand pillars, and systemizing our designs.

Nailing the color palette was certainly the most challenging part of the project. We got started by researching palettes by other Women’s-oriented brands: advocacy groups, publications, charity organizations, etc. Then it was heads-down time exploring palettes. We navigated our own internal preferences, as well as the preference of the Women’s Group Affinity leads and ambassadors. This was an incredibly collaborative moment for the team, where the palette came to life while speaking aloud and designing in Figma.

Leadership loved our gradient process and asked us to systemize it for the other Huge Affinity Groups to utilize in their designs. This really helped tie the identities of each group together in a cohesive design system.

Huge Affinity Groups

An overarching look at how the Huge Women identity lives with the other Huge Affinity Groups. We are differentiated by color and stylistic elements, and united by the use of a systemized gradient process and content layouts.

Creative Direction: Natalie Comins
Art Direction + Visual Design: Faith Kaufman (Lead), Gillian Oshatz (Senior VD), Katie Spohn (Senior VD)
Project Management: Huge Women’s Ambassadors, Huge Affinity Group Leads

Huge Women’s affinity group identity design.