Transforming is in our DNA and every transformation starts with an action.
Our commitment to gender equality is non-negotiable, and together with you, we will be part of this change.
It’s about democratizing opportunities and making the starting point equal, so that the finish line is finally achievable for us women. And more than wanting; it’s about being able to reach and set an example for hundreds of women professionals.
After all, inspiration, leadership and transformation are feminine nouns (in Portuguese, these words are used in the feminine form).
Born in Brazil, “Mulher In Foco” was developed with the aim of training VEDACIT female employees to assume leadership roles within the company, as an initiative to give more representation to the female presence in management. The project has the power to transform the civil construction market, in addition to encouraging more women to reach the top. The main characteristics of “Mulher In Foco” is to develop skills and behaviors so that they can act as leaders at any level and acquire practices and insights to positively influence the company’s culture. Also, so that they learn to use their full potential to become good managers. “Mulher In Foco” gives employees the opportunity to grow, through training, courses and lectures.
The project is part of VEDACIT’s diversity and inclusion actions, which intention to highlight plurality, diversity and social multiplicity. With these aspects in mind, the project “Mulheres In Foco” was created to highlight the development and growth of women. The construction of the visual identity was motivated by bringing elements that are different from the traditional used by the brand, making a connection with the feminine. The illustration seeks to have an artistic and attractive approach, showing a look to the future in relation to women, the brand identity uses more straight lines, while in the project it is chosen to use curves and vibrant colors, with the goal of giving freedom and female empowerment in a predominantly male segment.
The creation has as main objective to develop and to accelerate the career of women who aspire to have leadership positions. The project has 24 participants and 15 leading mentors, who will meet for a year to carry out training, mentoring rounds and conversation circles with managers from different areas of VEDACIT. Many meetings have already taken place in 2022, with the project starting in mid-July. The initiative seeks to enhance the development of female collaborators, accelerating development so that women can occupy 50% of leadership positions within VEDACIT by 2025.
An inspiring idea both in the context of work and for the lives of these employees, because when we address issues related to gender issues, we are paving the way for greater representation inside and outside the corporate environment. It was identified, for the construction of the “Mulheres In Foco” project, that there is a gender disparity within the market; thinking about it, to reduce this inequality, the project was elaborated. With the aim of democratizing opportunities and making VEDACIT employees able to specialize, making the starting point more equal, in order to make the finish line, which are leadership positions, achievable.
- Agency/Creative: Empathy Company
- Article Title: Mulher in Foco Brand Design
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Brazil
- Agency/Creative City: São Paulo
- Market Region: South America
- Project Deliverables: Brand Design, Brand Identity, Brand Tone of Voice, Identity System, Logo Design, Writing
- Industry: Human Resources
- Keywords: feminism, International woman day, woman, Vedacit,
Empathy Company: Empathy Company