Juniper Club

A generous, unhurried identity for a women’s career community, turning the usual networking script into a place that makes room for the whole person, ambition and all.

Year

2024

Scope

Identity · Website · Print · Membership

The idea

Career communities tend to look like job boards with better lighting. Mara wanted somewhere a woman could talk about a promotion and a parent’s illness in the same breath, because that is how life goes. The juniper is a slow, hardy plant that fruits over two years, and that patience became the whole brief. Nothing rushed, nothing shouted, lots of room.

The work

A wide, low-contrast serif for headlines with generous leading, paired with a humanist sans for everything members read at length. A juniper sprig drawn in one line serves as the mark. We built a palette of greens and clay tones that works in print and on screen, a membership card, event stationery and a website with long margins and no countdown timers anywhere.

What happened

Membership roughly doubled in the year after launch, mostly by word of mouth. Mara says new members often mention the website as the reason they trusted the club enough to apply. I joined myself, which I rarely do with client work, and I have stayed.

“It feels like a place you could bring your whole self to, which is exactly what we asked for.”

Mara Lindqvist, Founder of Juniper Club

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