Blooming on heels
A customer-first fintech platform built to make payments and transfers simple, fast, and reliable. Designed for everyday users and businesses across Africa, Ondepay focuses on stress-free transactions, high uptime, and exceptional customer support.
Category:
Visual Identity
Author:
Evangel
Read:
12 mins
Location:
United States
Date:
Jun 2, 2024
Client’s Challenge
Blooming on Heels needed a clear and memorable brand identity that truly reflected its purpose. As a women-focused networking community, the challenge was to visually communicate empowerment, femininity, resilience, and elegance in a way that connects with women across different life stages, careers, and experiences. The brand also needed to stand out as inspiring, premium, and community-driven, not just another women’s group.
My Strategic Process
I started by deeply understanding the heart of Blooming on Heels, why it exists, who it serves, and how it should make women feel. From there, I translated the brand values into visual elements that tell a strong story. The dark teal and gold color palette was carefully chosen to represent confidence, growth, and success. Floral elements symbolized blooming and personal growth, while heels represented strength, femininity, and forward movement. Every design choice, from typography to icons and patterns, was kept intentional, simple, and elegant to ensure clarity and consistency across all touchpoints.
The Impact
The final brand identity gave Blooming on Heels a strong, confident presence that feels empowering and aspirational. It helped the community look more credible, cohesive, and emotionally connected to its audience. Most importantly, the brand now clearly communicates its message: women can thrive, support one another, and bloom boldly, wherever they are planted.
