Della Gates
CASE STUDY
A platform build by women for women
Emily, the CEO of Della Gates, wanted to create a platform that was developed for women freelancers to find work and also to find other freelancers for their own projects. I was brought on to help determine the brand’s look and feel and illustrative direction.
SCOPE OF PROJECT
Branding and Identity Design
Landing Page + Web Design
Custom Illustrations
Defining and Positioning
We were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.
Women connecting with women to work towards one goal - the project at hand. A fabulous trait that freelancers have of popping in and out of a brand, while bringing their unique talents to the table, is an attractive feature for businesses, as well as freelancers who don’t like to do the same thing day in and out.
Guiding Brand words
SAVVY | FULFILLED | ASPIRATIONAL
DELLA GATES is CONNECTION
MOODBOARD
The brand itself should lift all factions of freelancers up- because all of us are unique in the skills and experiences we bring - which will widen any brand’s horizon.
The brand should feel smart, hold true to their values, and aspirational. We want this brand to be inclusive of all walks of life, colors, orientations and lifestyles and out imagery should support that. We are built to uplift and uphold women in the workplace.
Work for Women.
Color Palette
The tone is somewhat like - what if Mad Men was run by women and a whole lot coooler. Muted retro vibes all around, feminism, and modern. The freelancers we want to speak to aren’t doing this as a side-hustle… this is their life and business. It’s just as serious and the companies they are working for but maybe just suited up in business casual (or let be real, some really nice sweatpants)
Branding and Elements
Everything looks so professional, yet embodies the personality I want to curate with the brand. The monogram is my favorite aspect of all. I love how luxe yet unexpected the colors are. I especially love the terra cotta color as the primary.
Work for Women strikes me as aspirational in a good way... Like people will feel like being involved is a positive reflection on themselves.
EMILY GLOVER
Website design
A guided user experience. The goal for the website was to intuitively direct the freelancers to where they needed to go to set up an account or to employers searching for freelancers to hire for their projects.
Ready to start your brand?
I CAN’T WAIT TO HEAR ABOUT IT
