WiFD is a community-led initiative housed within Prosper Portland’s Athletic & Outdoor industry programming. Founded by a group of Portland-based female footwear designers, WiFD was created to foster connection, support, and opportunity for women across the footwear industry. The final brand identity captures WiFD’s unique blend of creativity, professionalism, and community spirit. With bold, modular typography, fluid, people-centered iconography, and a vibrant color palette, the brand feels both approachable and elevated, just like the women it represents. The new visual system not only aligns with WiFD’s mission but also sets them up for continued growth, visibility, and engagement within the footwear design community.

Their icon explores a more organic, fluid interpretation of connection, using mirrored forms that feel human, open, and grounded. The two outer shapes suggest paths converging, support systems, or collective movement, while the central dot becomes a powerful focal point, symbolizing an individual held at the center of the community. It speaks to WiFD’s core mission: uplifting women in design by surrounding them with shared knowledge, opportunity, and creative energy.