FEMININE LAB represents a landmark project executed with remarkable speed, launching just one month after inception and within a highly constrained budget. Initiated in April 2020, during a challenging period for businesses and communities alike, the project went live on May 20—an achievement made possible by our client’s unwavering commitment to realizing their vision and their openness to strategic guidance throughout the process.
We are proud to have contributed to a platform that empowers Romanian women and celebrates their achievements. Our sincere recognition goes to the inspiring founding team of Feminine Lab: Oana Silvia Filip, Georgiana Dragomir, Andra Gavrilă, Oana Caplan, and Ana-Maria Bogdan, whose vision and dedication made this initiative a reality.
Project Deliverables
What we were asked to deliver
Just to make it clear from the beginning, the name FEMININE LAB was a given we received from the client. Our mission was to architect an identity fit for the big dream the founding ladies envisioned.
The outcome the client expected us to help deliver was a platform that empowers Romanian women, offering visibility, community, and inspiration. A versatile platform designed to foster community, engagement, and empowerment.
As in the case with any digital project, we met the client and did the brief together so we can speed up the process.
- Branding and visual identity
- Website (Information Architecture, UX design)
- Technical platform solution
- Content strategy and production
- Content SEO (Search Engine Optimization)
- Social Media presence (Facebook, Instagram, LinkedIn)
- Newsletter (platform, template development and management)
- Google Analytics integration
- GDPR compliant
- Web hosting supplier
In addition, the technical solution, or better said the CMS (Content Management System) had to have an an intuitive and easy to use interface for non-technical people.
The Brand Making Journey
A step by step approach
In this project, my role was a little different because I was part of the group of founding women, so I was like a jack-of-all-trades consultant. At first we had one thing clear: FEMININE LAB should be a lab for the soul where women are guided to rediscover themselves and heal their feminine aspects. A community where women are helped and empowered to live in harmony, to give and to receive, while learning to manifesting their Authentic Self.
Despite of the pandemic’s restrictions, we were all glowing. We found ourselves overflowing with ideas on how women can uplift themselves and each other. This flow of inspiration came so naturally — a reflection of our diverse professional paths, life stories, and the personal growth journeys we’ve each been on for years. With so much passion and creativity emerging, we realized it was time to bring focus and clarity to our purpose by defining the Feminine Lab community’s mission, vision, and values.
It was around that time that I was reminded of the words of one of the most inspiring leaders of all time:
“A small body of determined spirits fired by an unquenchable faith in their mission can alter the course of history.” — Mahatma Gandhi
Those words resonated deeply. Yes, we were determined — not to change the course of history, but to make a difference, however small it might seem. We wanted to leave the world just a little better than we found it. We believed — and still do — that even a few drops in the vast ocean can create ripples that reach far beyond what we can see.
MISSION
The way we do things
“We believe that living in love energy will give us the courage to raise our self-awareness and rediscover our personal power. Only then will we manifest our role as co-creators of the new earth and fully experience living in communion. We also believe that living in love is the source of personal power and the path to raising our consciousness. We, the people of today, are destined to rediscover the courage to fulfill a common mission: to be co-creators of the New Earth and perfect our experience of communion.”
VISION
The way we do things
Feminine Lab is a community where you are supported and empowered to rediscover and heal your feminine aspects, live in feminine-masculine harmony, and express your authentic self.
“We believe that by reconnecting with the wisdom of feminine energy, we rediscover the ease and power of working together.
We believe that only when we act guided by the wisdom of feminine energy can we rediscover the ease of “how it’s done,” the power and beauty of working together.
Feminine Lab is the laboratory of the soul where you will learn to rediscover and heal your feminine aspects. Feminine Lab is the community where you are supported and empowered to live in harmony, to receive and give, fully manifesting your Authentic Self.”
Values
A bit different approach
In Feminine Lab’s case the way we tackled the brand values in a different manner as we had to consider the spiritual and energetic nature of the project. We had to integrate in the identity symbols and concepts unknown for those less familiar with spirituality, energetic human field, symbols and meanings etc.
Therefore, base of the founding ladies’ insights we associated what you might know as the 5 elements with brand values.
- FIRE means Transformation — courage, initiative
- WATER means Perseverance — flexibility, naturalness, acceptance
- AIR means Creativity — innovation, out of the box, complementarity
- EARTH means Compassion — support, gentleness, kindness, naturalness
- SPIRIT means Authenticity — inspiration, faith, love.
It is worth mentioning that each one of these elements and values were later on turned into heart-felt and easy to follow articles written by the founders.
The Visual Identity
Style. Colors. Meaning.
We all knew that women energy manifests itself in ways we can barely imagine … the most powerful being on Earth who moves mountains fro her child, the gentle heart who heals just by touching, the playful, sensual or the most seductive of all, if she wants to, the manipulative and so on. Therefore, during our workshops it was agreed that this should somehow be reflected in the brand identity. We even created a moodboard to clarify what it was desired in terms of look and feel.
With the support and creative dedication of our designer and business partner, Mihaela Stănică, we developed a visual identity that truly captures the essence of Feminine Lab — a balance between strategic clarity and emotional resonance. Our goal was to design a logo that reflects both the five core values of Feminine Lab and its brand personality: playful, joyous, and full of color.
The result was the Flower Heart Mandala — a symbol that subtly unites meaning and emotion in one cohesive visual. Each of the five hand-drawn hearts represents one of Feminine Lab’s core values, as well as its corresponding natural element:
- Purple — Authenticity and the ether element
- Yellow — Creativity and the air element
- Blue — Perseverance and the water element
- Green — Compassion and the earth element
- Orange — Transformation and the fire element
The hand-painted watercolor style was intentionally chosen to express freedom, movement, and flexibility — qualities that mirror both the spirit of the Feminine Lab community and the dynamic energy of women in continuous evolution. This artistic approach also provided a high level of adaptability, allowing the team to seamlessly extend the brand identity across digital platforms and creative content.
In addition, the use of cost-free, customizable visual elements made the brand identity highly practical and scalable — a strategic advantage for a start-up NGO, ensuring that visual consistency and creative expression could thrive even within limited resources.
You can see this visual identity come to life across the Feminine Lab Instagram page, where color, movement, and purpose blend into an authentic expression of the community’s mission.
Brand Tone of Voice
How women feel & speak
Since Feminine Lab was created as a platform for women to express themselves freely, we wanted their authentic voices to shine through. We chose to use a single, consistent tone of voice only for the official brand communications, ensuring coherence and professionalism. Beyond that, we gave women complete freedom to write and share their own stories, insights, and reflections in their own words. Our role was simply to support them — handling editing, visuals, and SEO — so their messages could reach further while remaining true to their personal expression.
femininelab.ro Website
Technical Solution. UX, IA & SEO. Content Production & Updates
UX & Information Architecture — simple and stylish design, easy to customize and maintain layout. User-friendly navigation and information architecture. Clear call to action buttons and link names. Easy to find contact page.
The Homepage prioritizes the messages Feminine Lab desired to transmit (who they are, values and main activities) as well as the latest articles published by the community members. Basically, the homepage offers multiple doors page inviting users to check all major areas of the website.
Platform— Wordpress & Flash Pro template from Theme Grill … a choice for reasons of content-fit structure, delivery speed, ease of use, consistent theme updates and mobile responsiveness. MailChimp was the obvious email marketing solution.
Web hosting & maintenance services —the client chose Buckminster, a technology business partner we work with able to take care of everything no woman wants to deal with 🙂 … „the tech stuff”. Of course, there were plenty of choices, yet our supplier had to be great at simply explaining the complicated stuff, fast in responding to new requests and always reliable.
Content Management System – Of course, we have trained everybody on how to use the system, so they can do the updates all by themsleves.
Testimonial
Gratitude for the nice words
You know that wonderful feeling when every part of you — your heart, your mind, your whole being — says, “This feels right. It’s them and they’re happy.”
That’s exactly how we felt working on the Feminine Lab project. There’s nothing more rewarding than seeing a vision come to life and hearing heartfelt words of appreciation from a client who truly believes in what we created together.
As a client, I believe that launching the website and the appearance on social media of the Feminine Lab concept in less than 30 days was the fastest performance of its kind in my entire professional experience of over 24 years, both in the environment of multinational corporations as well as entrepreneurial companies. This success would not have been possible without the major contribution of Ana Maria Bogdan. She brought to the project a deep understanding, attention to detail and nuances of requirements, the ability to accommodate all requests of the 5 co-founding members, doubled by the ability to constructively guide the discussion to discern between desires and needs, as well as to reveal the mandatory aspects of the project.
The FEMININE LAB story does not end here! I will be back later on to show what else I helped them with.
