Natalie Levy spent years navigating male-dominated environments from the classrooms in engineering school and advanced mathematics coursework to derivatives trading on Wall Street. She spent years in search of a workplace culture that inspired and supported her, and witnessed countless individuals (often, women) lacking fulfillment who were working too hard while failing to reach the professional roles they had earned. Natalie launched She’s Independent to cultivate a space in the world to support and celebrate professional women who want to give it their all in their careers, in their relationships, and in caring for themselves.

As the community grew, women began asking how they could allocate capital alongside Natalie and so She’s Independent adapted to meet the needs of its community, launching an investment platform to skill, support, and celebrate new investors, while impacting money flows and power dynamics in the process.

At the beginning of 2023, She’s Independent was ready to grow, attract new members, elevate the member experience, and ultimately write bigger checks to have a greater impact.

Through consumer research, market research, and industry analysis we built a refreshed Brand Platform and Visual Identity that supported the company’s goals, financial landscape, and member mindset.

A color palette that is bold and unapologetically feminine, displaying the member’s passion and personality. A tone of voice that is approachable, optimistic, empowering, and knowledgeable in an effort to welcome mission-aligned investors at all stages of their journey. And a content strategy that centers education and access, to put into action the brand’s mission to create a more equitable, empowered future for women.