Women’s Connection is an event at Montreat Conference Center which is attended by 600-900 women, annually. This event is known for its inclusion of notable speakers. Previous keynoters include New York Times bestselling authors Glennon Doyle, Sarah Bessey, and Kate Bowler, among others. Each year, organizers select a specific focus and theme for the event which is used to create a unique sub-identity. 

“In The Arms of God” was selected as 2024’s conference theme as organizers wanted to provide a space where nurturers could feel nurtured. Because the event caters primarily to adult women, specifically those over age 40, I wanted to develop a brand identity that was elegant and feminine. The primary logomark depicts two abstract figures with their arms wrapped in an embrace, demonstrating the enveloping love of God. Care was taken to lightly suggest the feminine aspects of the divine without overtly challenging beliefs which may have been held by this event’s more conservative audience.