Artemis
The professional network of Markant is bursting at the seams, so it was time for a complete makeover of Artemis. This organization is a network for ambitious women who live life entrepreneurially — from early-stage starters and fast growers to seasoned business leaders. Each in their own way, in their own industry. That diversity is their intrinsic strength and the power of the community.
Challenge
Like many membership associations, Markant vzw was facing a decline in membership. Under its umbrella were Markant, Artemis, and Best Pittig. The Board of Directors wanted to set a new course and asked Comma to sharpen the true identity and core of the association.
The challenge? To develop a clear brand strategy that unites all networks while still leaving room for a strong profile for Artemis.
Our approach
In co-creation with members and volunteers, we organized workshops to uncover identity, values, and expectations. Based on these insights, we developed personas and mapped out the product-market matrix. We regularly reported back to the Board of Directors and gradually built a new branding strategy.
After the theoretical framework came the visual execution: a completely new brand identity and look for Artemis. Finally, we developed a strategic brand framework for each network, clearly defining what does and does not belong to the brand core. This created guidance for all three brands — Markant, Artemis, and Best Pittig.
The umbrella organization changed its name to Vrouwennet vzw, while the existing brand names were retained. Importantly, this name choice came from the organization itself, not from Comma. This step created clarity for the market and differentiation from other networks.
Results
The outcome is a refreshed and clear positioning, with a powerful Artemis story that radiates growth ambition. Thanks to the co-creative approach, a new energy also emerged within the association. Today, Markant vzw — under the Vrouwennet umbrella — is ready to further build its mission with a fresh, clear, and future-oriented brand storytelling.
Our takeaways
This case shows how co-creation can be the key to a supported branding strategy. By actively involving members and volunteers, not only does a strong brand story emerge, but also a new dynamic within the organization. It confirms that a clear positioning and visual corporate identity not only give direction externally, but also foster cohesion and pride internally.
