Nelson Tasman Chamber of Commerce

Creating a brand for Inspiring Women Business Conference

Overview

What would a women’s conference look like without the pink, the purple and the “you go, girl”?

That’s the question the Nelson Tasman Chamber of Commerce brought to us. They were launching the Inspiring Women Conference, a new event for ambitious women juggling leadership, careers and everything else life throws at them. It wasn’t meant to be another high-energy, surface-level conference. They wanted a space to step out of the noise, have real conversations and connect with women who get it.

The brand needed to feel calm, confident and credible from day one, without slipping into clichés or corporate polish. It also had to last, so it could grow into a fixture on the calendar.

Start with a story worth telling

To feel inspired, we usually look to other people. So we went looking for a strong yet warm, female figure to anchor the brand.

We found her in Papatūānuku, the Earth Mother.

In the Māori creation story, the world begins in darkness, with Papatūānuku and Ranginui, the Sky Father, locked in a tight embrace. Their child Tāne Mahuta pushes them apart, light floods in and life follows: oceans, forests, birds, people. Papatūānuku’s strength doesn’t come from dominance. It comes from creation, endurance and connection. She’s the one who holds everything together, and we couldn’t think of a better figure to put at the heart of this brand.

Putting the people front and centre

When we designed the logo, we focused on two words: Inspiring Women. They became the core of the identity. That gives the logo a personality and makes the brand about the people rather than the event format. It works both ways, too: the speakers are inspiring women, and everyone who walks through the door leaves a little more inspired.

We drew the letterforms by hand. Their outer edges are strong and decisive, and the insides soften into smooth curves. Clear and confident on the outside, grounded and empathetic underneath. It’s a leadership style a lot of us will recognise.

Textures with a whakapapa

Behind the logo are a set of soft, abstract textures that stand for Papatūānuku and some of her children: Tangaroa, god of the oceans; Tāne Mahuta, god of the forests and birds; and Tāwhirimātea, god of wind and storms.

They’re quiet but powerful, and pretty lovely to look at. They also give a subtle nod to the light and landscape that make Nelson so special.

The logo always takes the lead, and generous space lets the colour and texture breathe.Each background works on its own or as part of a set, which keeps the brand flexible and versatile across posters, signage, social media and everything in between. They’re made for movement, too, so they give the Chamber a ready-made animation toolkit for digital advertising.

Close to home, close to our hearts

This one is personal for us. We’re proud to sponsor the creative development of the Inspiring Women Conference and this year’s inaugural event.

Our office is full of strong female leaders. Some of us are plate-spinners, some are quietly fierce and all of us know what it’s like to juggle ambition with the rest of life. Seeing an event like this, and the community forming around it, start right on our doorstep has us thrilled.

The results

The Inspiring Women Conference now has an identity with real roots: it’s distinctive, meaningful and built to grow. The brand makes its debut at the inaugural event on 22–23 October 2026 at the Trafalgar Centre in Nelson. It gives the Chamber a strong foundation for the years ahead and for its growing Business Women’s Network.