The Women’s Business Trademark project, initiated by the Secretariat of the Competitiveness Council with the support of the EBRD and the Government of the United Kingdom through the British Embassy in Podgorica, is implemented by BI Communication in collaboration with BI Consulting, Montenegro’s first business information provider. As a strategic partner in the project, we ensure clear and effective communication through carefully designed channels and tools, including social media, media campaigns, and targeted info sessions. Additionally, our agency is responsible for organizing and providing logistical support for all project activities, as well as creating a distinctive visual identity that reflects the essence and values of the initiative.Through these efforts, we contribute to increasing the project's visibility, educating target groups, and motivating female entrepreneurs to achieve even greater success. The introduction of the Women’s Business Trademark for enterprises that meet the criteria outlined in the international women’s entrepreneurship document MEST IWA 34 represents a significant step forward in identifying genuine women-owned businesses in Montenegro.
VISUAL IDENTITY
VISUAL IDENTITY
VISUAL IDENTITY
The visual identity of the Women’s Business Trademark has been developed with a special focus on balancing the connection with the existing visual identity of the company that has earned the Trademark and the need to create a recognizable and authentic symbol representing women-owned businesses.
The main challenge was to design a symbol that would not compete with or disrupt an already established brand while maintaining enough strength and presence to clearly communicate the focus on women and their business initiatives. To achieve this, the graphic form has been carefully crafted to align with existing visual identities while allowing for independent recognition.
The central element of the visual identity is a stylized letter “Ž”, which serves as the initial letter of both the product and the project name. Additionally, the name 'Women’s Business' is written in a simple, sans-serif typeface, inspired by formal declarative inscriptions. This choice enhances the brand’s professionalism and credibility while maintaining a clean and modern aesthetic.
EVENT ORGANIZATION
BI Communication team successfully organized key events, including a press conference and information sessions covering the central, southern, and northern regions of Montenegro.
With meticulous planning, the press conference in Podgorica marked the launch of the project, providing an opportunity to introduce the broader public to the significance of the Women’s Business Trademark. In the central, southern, and northern regions, we conducted a series of info sessions that brought together female entrepreneurs, institutional representatives, and industry experts. Each session was tailored to the region’s specific characteristics and designed to deliver clear information about the criteria for obtaining the Trademark and the benefits it offers.
BI Communication ensured seamless logistics and organization for all events, including:
- Selection of venues and technical support,
- Design and distribution of promotional materials,
- Media coverage management,
- Content creation for social media, the website, newsletters, and the Viber community.
COMMUNICATION CAMPAIGN
BI Communication designed and executed all elements of the communication campaign, from strategy to implementation, ensuring that every message was precisely targeted at key audiences. Special emphasis was placed on message clarity, a consistent visual identity, and the promotion of project results.
On social media, we created content that inspires, informs, and connects. Through the growing Top Women Business Montenegro Viber community, we provided followers with up-to-date information on project developments.
As part of the campaign, we produced an advertisement for the TWBM Business Magazine, highlighting the project’s key objectives and encouraging female entrepreneurs to get involved. Additionally, we created a powerful and visually striking video that conveys the project’s values and the significance of obtaining the Women’s Business Trademark. The video was broadcast on social media and during events, further amplifying the impact of the communication campaign.
