Built by industry women, for industry women.
BABIB
Services
Logo Design,
Brand Identity,
Art Direction,
Branded Content
THE BRIEF
Badass Bitches In Brand, created and hosted by Houston Group GM Stacey Saunders and built by an all-female design team led by Houston Design Director Jacquie Halloran, was a response to the creative industry's visibility problem. Despite comprising around 60% of the entry-level creative workforce, women hold just 29% of senior roles. That gap lives in the absence of visible role models, accessible mentorship, and honest conversations about what building a career in this industry really looks like.
The podcast's mission was to celebrate the diverse voices of women in the industry and make their stories accessible to a broader community by removing traditional barriers to mentorship: geography, seniority, and budget. BABIB needed a visual and verbal identity that served as a champion for the voices it amplifies, not one that held itself in the spotlight. The goal was to build a brand that spoke to women in the industry, not for them.
THE SOLUTION
Everyone has a podcast these days. In a market that saturated, simply making one was never going to be enough. The format had to work hard and the brand had to work harder.
Rather than soft palettes and palatable femininity, the brand went towards its antithesis: loud, unfiltered and unapologetic bright red. Urgent, direct, entirely on their own terms. The kind that says pay attention.
The circle motif arrived early and stayed. At its most literal it is the recording light: the signal that something worth capturing is happening right now. A visual anchor and a quiet provocation. A reminder that every conversation is live, every voice matters, and the mic is always on.
Photographer Juli Balla pushed the visual language into bold and playful territory, taking masculine-coded workplace iconography — power suits, cigars, throwback mobile phones — and filtering it through a confidently feminine lens.
The verbal throughline, "the record", nods to the recording light motif, the brand's core product, and its ambition to rewrite the history books. A striking balance of empathy and inspiration, serving as a rallying cry for the community it was created for.
THE RESULTS
7,000+
7,000+ streams across 17 countries.
360,000+
360,000+ social views
15+
15+ hours of industry wisdom accessible and on demand.
4
Four direct job placements through community connections.
Services
Logo Design,
Brand Identity,
Art Direction,
Branded Content
Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.
Check out our reconciliation action plan