Bold Betties has grown fast and recently graduated from the globally renowned Boomtown startup accelerator in Boulder. As they began creating the next evolution of their platform and community, Bold Betties needed a refreshed identity that hit the sweet spot between feminine and adventurous, embodying the definition of their bold & sassy female following.
The original Bold Betties identity featured a depiction of a woman climbing a mountain which was appropriate but didn’t stand out well in a saturated outdoor adventure space. We explored a number of different visual concepts that melded feminine qualities with a bold, adventurous attitude, ultimately landing on a fox to embody true Bold Betties. A fox is commonly used as a feminine symbol, but is also cunning, witty, intelligent, crafty and adaptable. We landed on a color palette driven by a bright red which symbolizes passion, expression and desire...and a nice pair of red pumps.
We further developed the brand identity by building out a color palette that complimented the strong bright red with softer, lighter and natural colors. We also developed typographical applications pairing strong san serifs with more feminine scripts to help play on the feminine + adventurous.
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