Women’s Foodservice Forum

The Women’s Foodservice Forum (WFF) is a leading organization dedicated to advancing leaders in the foodservice industry through professional development, mentorship, and meaningful connections.

The Ask:
Evolve, not revolutionize, its visual identity—building on its established brand equity while introducing a refreshed, modern expression that reflects its future.

The Solve:
WFF’s refreshed visual identity brings an energetic and human approach to the brand. Inspired by each member’s unique career journey, organic lines and handwritten details represent growth, connection, and individuality. Paired with contemporary typography, expressive photography, and a vibrant, food-inspired color palette, the result is a dynamic and flexible system that celebrates WFF’s community and its future.

The Team:
Design: Margaret Kots, Jojo Uhila + Adrian Gilling
Creative: Katie Porrata + Rae Faiman