“Milady” is a community to empower, educate and encourage women in their 20’s as they step into adulthood. We were asked to create the Visual identity of “Milady”. In Japan, often the individual uniqueness is not as appreciated as previously the culture put more emphasis on unification over an individuality. “Milady” was introduced to encourage the individuality therefore it was very important for us to represent all types of woman through our visual identity. We decided to use 7 colour as the brand color and an illustration of a woman instead of a photo to combat the stereo type image of a successful woman, or a beautiful woman.