Western organizational culture is dominated by masculine norms and values, such as competition, hard results and persuasion. There is a taboo on showing desires, emotions and vulnerability. While these feminine values are incredibly complementary and powerful for an organization. With Mar, Marjolijn van Eijsden helps women, through a podcast, master class and mentorship, to recognize, embrace and express their talents, feminine energy and creative power. We created a dynamic brand identity, based on the dynamic roles of the modern women in our society. Soft variable shapes in a hard structure. A burst of color with strength and vulnerability combined.