18C Partners
Brand Refresh // Website
I partnered with Uncomplicated Brands to deliver a full brand refresh and website redesign for 18C Partners. Working closely with their team, we focused on evolving the brand to better communicate its unique offering and to create a website that feels both strategic and approachable. This collaboration allowed us to combine clear, user-centred design with thoughtful brand storytelling to help 18C continue making a meaningful impact.
18C Partners needed a brand and website evolution to better reflect its unique value proposition: combining strategic connections with expert negotiation coaching to help women engineers secure both exceptional roles and competitive compensation. The existing site didn’t clearly showcase these two core services or make it easy for users to explore both pathways.
I led a brand refresh and website redesign that introduced a cleaner, more intuitive layout, extended the brand’s colour palette and typography, and incorporated bespoke graphics to visually reinforce 18C’s tactical, strategic approach. Subtle elements like chess pieces and counters were used throughout the site to convey themes of strategy and forward-thinking.
The result is a warmer, more engaging, and user-friendly website that clearly communicates 18C’s dual offering. The refreshed design not only makes it easier for visitors to navigate between services but also helps tell the brand’s story in a more compelling and cohesive way—supporting 18C’s mission to grow its impact while retaining its distinctive personal touch.
