Two founders, a big idea, and a name they needed to change before creating change.

Meg Gold and Parnian Emami wanted to build a home for the next generation of women leaders.

A private club where accomplished women could meet mentors and each other. Then their working name ran into a trademark and positioning problem.

We ran a Focus workshop, brought them into the naming process, and landed on BONDE together. Then we built the identity, the voice, and a launch kit ready for investors and first members.

“It created a clear roadmap for unpacking our brand.”

Meg Gold, Co-Founder

As of 2024, just 10% of the leaders at Fortune 500 companies were women, and Meg Gold and Parnian Emami were tired of the status quo. They had a vision for a new kind of members-only professional platform dedicated to empowering the next generation of female leadership by providing them with a direct line to experienced mentors and one another. Similar concepts had been attempted before, but none had featured the flexibility or connectivity this new platform was uniquely equipped to deliver.
We partnered with their team to articulate that vision and bring it to life with a cohesive brand identity rooted in feminine elegance and prestige.

(01) Brand Focus

Turning founder vision into brand direction.

With all our projects, we began by diving deep into the product and learning more about the founder's goals and vision for the project. We conducted our (87)BrandFocus workshop, during which we discussed the offerings, key differentiators, audience, and the competitive landscape in which the brand would operate.
With a clear understanding of the essentials and our opportunities within the marketplace, we began to zero in on the brand’s personality and guiding principles. Like the accomplished women it catered to, we knew we wanted BONDE to evoke a sense of feminine power, elegance, and prestige.
When it came to defining our Brand Spark, we decided on “Always In Good Company.” It alluded to the exclusivity of the program (catering to rising stars at major companies), the unity of its members, and the accessibility and flexibility of the platform itself.
- (87)BrandFocus Workshop
- Brand Core & Audit
- Vision, Mission, & Values
- Audience & Personality
- Brand Story
- Brand Spark

(02) Brand Design → Name

A new name that’s all about connection.

Meg and Parnian had a working name for the platform, but they’d run into issues from a trademark standpoint, so they needed to find an alternative. Having gone through Focus, we had a sound understanding of the business and the story we wanted to tell.
However, before we could begin naming, there was a definitive brief that outlined naming goals, preferences, and expectations.
We worked with the team to align on a brief and took them through our collaborative naming workshop. This workshop consisted of a series of exercises designed to invite Meg and Parnian into the creative naming process. Following the workshop and several rounds of creative exploration, BONDE was the clear winner. It was concise, poignant, and aligned with the story we wanted to tell, a story of togetherness and connection.
- Naming Workshop
- Name Ideation & Creation
- Tagline Ideation
- Preliminary Trademark Review
- Domains & Social Handles
- Name Story

(02) Brand Design → Visuals

A visual identity designed to open doors.

A purse is a portal. It puts everything a professional woman needs within reach. So does BONDE. The visual identity was designed with this core insight in mind. BONDE opens doors. It unlocks opportunities. It’s a window to the next level of one’s career. It’s a bridge that connects. These themes are deeply embedded in the BONDE visual identity, speaking to the woman who’s on the move and wants it all.
- Brand Storyboards
- Visual Identity
- Motion Graphics
- Art Direction
- Typography
- Photography Style
- Brand Guidelines

“One of the things we appreciated most was their structured process… It created a clear roadmap for unpacking our brand in a way that felt both intentional and impactful.

We took the time to think through every element that makes up a brand, and that depth of work is a huge reason we landed where we did.”

Meg Gold, Co-Founder, BONDE

“We loved working with the EightySeven team, especially their thoughtful approach to brand identity. They helped us get clear on who we are, what we stand for, and how to bring that to life from inception to execution.
One of the things we appreciated most was their structured process. A true collaboration between the EightySeven team and our internal team. It created a clear roadmap for unpacking our brand in a way that felt both intentional and impactful. We took the time to think through every element that makes up a brand, and that depth of work is a huge reason we landed where we did.
Most of all, we had so much FUN collaborating and watching our brand come to life as something real!”

(02) Brand Design → Voice

A brand voice infused with confidence.

Finally! Of course! HELL YES! We wanted BONDE to deliver the feeling that this was the missing spark that professional women had been waiting for. That members now had unprecedented knowledge and wisdom in their bag and at their fingertips. We also knew we couldn’t deliver on that feeling with hype alone. We needed to play it cool, elegant, and professional.
This platform was a big idea. We knew we needed to keep it simple to capture the attention and imagination of the women we wanted to empower. Because of this, we infused our Shay-Mitchell-inspired voice with quiet confidence, keeping things simple and direct.
- Brand Voice Guidelines
- Brand Story
- Tagline
- Strategic Storytelling Framework
- Elevator Pitches
- Brand Language Toolkit

(03) Brand Activation

A kit designed to launch a new generation.

Meg and Parnian had the business side of things figured out. We provided them with the necessary assets to entice investors, inspire members, and get BONDE up and running.
- Brand Logo Suite
- Business Cards
- Social Profile Assets
- Teaser Website
- Email Templates
- Presentation Deck Templates
- Brand Guidelines