Professional attire as a tool of empowerment for women.
Services
/strategy
/purpose
/rebranding
/web design
/brand activation
the quest
This client from Canada is positioned uniquely by offering tailored women's clothing in an underdeveloped market currently saturated with off-the-rack options that offer minimal personalization and cater to only a small portion of the market. These limited-size options meet the needs of only 10-15% of women, leaving a substantial opportunity for a brand focused on a personalized experience. The founder has identified a valuable market opportunity by linking this offering to the rising empowerment of women in professional settings, especially in white-collar positions where professional presentation is a key component.
the revealed
truth
/strategy
Despite their qualifications, many women face structural and cultural barriers that hinder career advancement, leading to higher unemployment and underemployment among skilled women. This situation has emotional consequences that can impact their ability to break the glass ceiling, leading to frustration or low self-esteem. In this context, the launch of a tailored professional clothing brand as a tool for female empowerment made complete sense and held promising potential for success.
/purpose
Today, individuals are only willing to build relationships with bIt's a fact that the clothes we put on in the morning shape our day—not only in terms of comfort but through multiple emotional aspects. To define a brand purpose for Nicole Back, rooted in her brand truth, this human reality was reimagined to transform clothing into a powerful tool that helps women achieve the same professional recognition as men without compromising their feminine essence.
the Brave Brand
Nicole Bach’s business had launched even before establishing a strong brand. This initial phase served as a test to gauge the warm reception her initiative received from users. In conversations with Nicole, the importance of reinforcing femininity in her design concept became clear. The brand needed to speak to women’s power without masculinizing them, instead highlighting the qualities that enable women to approach life differently—and, in doing so, be seen as a source of hope for the changes the world needs.
Brand Identity
An icon emerged: the hummingbird. Likely one of the most delicate creatures we can imagine, yet it carries the strongest heart in the animal kingdom. At rest, its heart beats between 500 and 700 times per minute, and when active, it can reach up to 1,200 beats per minute. No other living being could withstand such powerful heartbeats. This icon, distilled into two simple strokes—almost like two stitches of thread—became the emblem of the Nicole Bach brand.
Naming
The brand name, subtly suggested, steps back to let the woman wearing the garment take center stage, absorbing her energy and potential to soar.
The results
✦
Nicole Bach has become a symbol of female empowerment, supporting thousands of women in advancing to leadership and high-responsibility roles.
✦
The brand has successfully built an active community of professional women becoming a platform for client support and empowerment.
✦
The brand has become a prominent reference in Canada’s fashion magazines, which are also committed to the goal of female empowerment.