Warsaw and London
between these cities our client’s life evolves. Having traveled a lot around the world, once in Poland, she invited several acquainted businesswomen to lunch to share news, ideas, and inspire each other. This meeting marked the beginning of the Imperfect CEO Club — a community of women entrepreneurs with a tradition of joint lunches for support, communication, cooperation, and networking. Today, the club unites about 400 women from different European countries. At the client’s request, we developed an original visual identity for the club.

The Perfect Idea of Imperfection
was extracted from its name and represented in the logo: “I’m perfect” was encoded into “Imperfect” using a metamorphic play with an apostrophe and a dot over the letter “i”. Soft power is like a manifesto and the essence of the Imperfect CEO logo. This is a story about how women in leadership positions harmoniously combine what is commonly called the “ideal” — functionality, consistency and solidity, with the “imperfect” — improvisation, flexibility and creative chaos. We also artistically represented the eternal desire to get closer to the ideal and the simultaneous courage to accept ourselves as we are.

New Identity Style
was expressed in the design of illustrative materials for social media announcing various events: from club meetings to live broadcasts and parties. The free manner in which the word “Imperfect” is performed has been transformed into an image of a wire that supplies electricity and, as a result, fills the space with the light of communication. Recharging from each other, highlighting new ideas, and uniting the capabilities of each into a common star garland are the goals of the club members. A variety of branded merchandise is also created. The logo elegantly combines the business component with visual decoration and is equally suitable for both business and casual outfits. This is its advantage. You can allow yourself to be smart, strong and perfectly imperfect.