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We Are Jane

We Are Jane

Assignment

Define brand

Date

February – April 2018

More and more women are taking the plunge and starting their own business โ€“ and rightly so ๐Ÿ˜‰ But when the time comes to grow as a company, they donโ€™t seem to have the same opportunities available to them as their male counterparts. Three female colleagues wanted to do something about that with an investment fund run by women for women. But how do you turn that idea into a strong brand?

GLARING INEQUALITY

The fact is that 94% of investors are men, and only 2% of global venture capital goes to female entrepreneurs. Conny Vandendriessche (founder of AccentJobs and a familiar face from De Leeuwenkuil, the Flemish equivalent of the British TV show Dragonsโ€™ Den), Eline Talboom and Muriel Uytterhaegen (both ex-Gimv) felt they needed to do something to rectify the situation.

NOT FEMINIST

Despite their very different characters, we manage to pinpoint what they have in common during an extensive workshop session: all three are strong women (in a NON-feminist way), all three are dynamic and accessible. Together they are more than the sum of their parts. So it seems inevitable that their aim is to set up a fund that will ensure interaction between businesswomen.

WE ARE JANE

Six names are suggested and they opt for โ€˜We Are Janeโ€™. It conveys a strong sense of community and belonging and the name Jane has lots of storytelling potential. In the logo, the feminine typeface is counterbalanced by the blue background colour and the succinct baseline: โ€˜Fund. Build. Together.โ€™

Iโ€™ve worked with many marketers, but the way The Nutshell goes right to the heart of the matter is quite remarkable.

CONNY VANDENDRIESSCHE, MANAGING PARTNER WE ARE JANE

GIRL POWER?

Our strength doesnโ€™t lie in bulging biceps, but rather in a strong brand thatโ€™s true to your identity and your ambitions.

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