WIA — Kilter

BRAND IDENTITY

WIA

OVERVIEW

Kilter partnered with WIA (formerly Women in Animation) to rebrand the nonprofit as it expanded from advocating for women to championing all underrepresented gender identities across the animation, gaming, and VFX industries.

SERVICES

Branding
Logo Design
Naming
Copywriting
Web Design

Wia Tshirt and Notebook Designed by Kilter

CONTEXT

Founded in 1995, WIA began as a professional organization dedicated to advancing women’s careers in the animation industry. For decades, the organization created networking opportunities, mentoring programs, and advocacy initiatives that established WIA as a leading voice for gender equity in animation.

As the organization matured, WIA naturally expanded its advocacy to include all underrepresented gender identities. While this evolution aligned with their core values, it created a critical challenge: the name “Women in Animation” no longer reflected the full scope of their mission. WIA needed to signal this broader commitment without abandoning the brand equity built through years of community leadership and industry impact.

WIA rebrand designed by Kilter, stickers.

THE ASSIGNMENT

WIA tasked Kilter with updating their brand identity and name to better reflect their expanded mission.

THE NAME

In rethinking the name we cast a wide net—exploring everything from reimagining what W, I, and A could stand for, to proposing entirely new names. But after testing various directions, we realized the smartest move was right in front of us. The industry and members were already calling the organization “WIA” rather than its full name, so why fight it? We made “WIA” a name unto itself, no longer tied to what the letters once stood for.

Paired with the tagline “Gender equity, frame by frame,” this approach kept the name everyone already knew and used while clearly communicating the evolved mission. The declarative tagline referenced the frame-by-frame nature of animation while capturing WIA’s steady, methodical approach to advancing equity—one milestone at a time.

WIA rebrand designed by Kilter, presentation screen mockup.

THE LOOK

To accompany the naming update we designed a new visual identity centered around three core principles: motion, reflecting both the animation industry and progress toward equality; fluidity, capturing WIA’s ongoing evolution; and whimsy, honoring animation’s creative spirit and the manner in which WIA tackles serious issues with optimism.

We crafted a fluid, dynamic wordmark that feels fresh and eye-catching while remaining recognizable. We expanded WIA’s signature red into a vibrant spectrum celebrating organizational diversity, forming a flexible system that works across digital, physical, and experiental applications. With its bold, playful aesthetic—a rarity in the nonprofit sector—the rebrand helped WIA stand out and amplify their impact as a forward-thinking leader championing gender equity across animation, gaming, and VFX.

Mockup of Wia Zoom Backgrounds Designed by Kilter

“Kilter was a thoughtful, reliable partner in our rebrand. They understood WIA’s mission and personality early in the process and brought forward creative solutions that felt right for our community. They navigated a multi-stakeholder design process smoothly, and we would confidently recommend their work to others.”

Jena Olson
Deputy Director, WIA