Female Advisory Board (FAB) is a cross-industry peer advisory group that helps female business leaders come together to learn, grow and share. As the first UK female peer group, FAB set out to build a nationwide community of women committed to breaking down barriers of global inequality.
We were brought in to completely overhaul FAB’s brand, website, and copy, empowering women to invest in themselves and join FAB’s ambitious equality movement.
FAB wants to empower female leaders to reach their full potential so they can pave the way for future generations of girls and women. With such ambition, FAB needed a brand and website that would connect with MDs, founders and business owners at a deeper level.
When they first started in 2023, FAB used an off-the-shelf website builder to establish an online presence. Because it used pre-built templates, the website didn’t have the right design or memorable branding to leave a lasting impression. The copy didn’t accurately align with FAB’s mission, either.
We needed to transform FAB’s brand presence from top to bottom, so we created a fresh brand identity, redesigned their website and established a clear tone of voice.
Brand identity development
Targeting high-calibre business leaders, FAB needed a brand that would empower already-successful women to invest in themselves and their businesses. We first gathered valuable insights from the founder to understand FAB’s spirit, then researched the market and competition to see how FAB could be positioned.
Out of this research emerged some compelling and cohesive brand identities aligned with their vision, mission and values. We provided a series of logos and complementary colour palettes, patterns and typography for the client to pore over. Once the final brand elements were signed off, we created a set of brand guidelines and rolled it out.
The tone of voice we crafted is confident, inspirational and clear – ensuring FAB’s messaging was consistent in every area of the website.
Website design & development
Our website team built a custom WordPress website that follows the best practices of design, UX and SEO to ensure users could positively engage with FAB on any device. We introduced a clean, modern aesthetic with a repetitive pattern of FAB’s logo in the header and footer.
Using a calming colour palette, we added a high-contrast gold for every CTA button to direct users towards the next step in their journey. These elements reinforced FAB’s brand on every page so it would remain on users’ minds after leaving. We brought the website to life with testimonial videos, interactive maps and custom graphics that invited users to explore.
Copywriting
After establishing the correct tone, we updated the web copy to better reflect FAB’s positioning in an already competitive marketplace. Across the website, we focused on sobering gender inequality statistics with inspirational messaging that would push users in the right direction.
Competitor analysis and keyword research directed how the copy followed to ensure the website was well-optimised for search. The copywriting was an eye-opening experience for the client, allowing them to truly hone in on who they are and what they believe in. We collaborated throughout this process so the final message captured the message FAB always wanted to get out but never had the words to do it.
Through a collaborative design and copywriting process, we launched an on-brand website that puts the FAB in fabulous. The end result is a strong brand identity with a beautiful – yet functional – website to support FAB’s ongoing growth.
Trio is an expert website design and development agency specialising in WordPress, HTML5 and Shopify websites. As a full-service team, we offer all the skills needed to bring your website and brand to life. Interested? Get your project started today.