Carierista
An NGO on a mission to change how society sees women's ambition, and to build an ecosystem where it's treated as a strength.
The brief
A word with baggage
Said about a woman, 'ambition' still carries a negative charge. The brand had to turn that on its head.
No shared home
Carierista needed one identity strong enough to hold events, content, and a growing community together.
Many audiences, one voice
The message had to reach women, employers, and partners at once, without watering any of them down.
What we did
Logo & identity
A confident wordmark and identity system built to celebrate ambition, not soften it.
Illustration system
A warm, human illustration language that carries the message across every touchpoint.
Social & website
Campaign templates that keep the voice consistent, and a site that gives the movement a home.
Our process
1
Discover
We dug into the mission, the audience, and the tension around the word ambition.
2
Position
We set the angle: ambition as a strength, not a flaw.
3
Identity
We built the logo, colour, and illustration system around that idea.
4
Apply
We rolled it out across social, print, and the website.
5
Hand off
We packaged the system so the team can keep the voice consistent as they grow.
Why we loved this one
Carierista is an international NGO, based in Romania, that helps women from disadvantaged backgrounds get back into work, build financial independence, and become catalysts for change in their own communities. It was founded by two women who grew up in single-mother homes and knew the barriers first-hand. Their own line says it best: your ambition is our collective superpower.
Working with them was the good kind of hard. The mission carries real weight, and the founders mean every word of it. Our job was to take a word that too often gets used against women and make it the thing they lead with. We're proud this one carries our name.
If you have questions about this one, or just want to talk it through, let's talk.
