The Sway Rebrand

Formally named Future For Us, The Sway is a platform and organization dedicated to advancing of womxn of color at work through community, culture, and career development. Looking to stand out against other similar organizations in Seattle, Future For Us worked wit Walker Sands to develop a new brand name and identity.

After a number of name considerations, The Sway was born. This name focuses on the idea of “leverage” or “influence.” Sway implies motion in a more natural, less mechanical way. It also speaks to strength, grit and resilience — those who bend but do not break under pressure.

Role: Creative Director
Team: Brendan Shea (strategy + oversight), Kyle Davis (design), Dana Moran (copywriting) , Kristine Lui (strategy)
Scope: Brand naming, brand identity, activation