Pink Tradie Ladie
Evolving a recognised trades platform into a structured, industry-facing brand.
A multi-stage strategic partnership spanning brand strategy, identity, commercial architecture, website development and ongoing business direction.
The project
Pink Tradie Ladie came to The Feel Co. with strong community recognition, an engaged audience and a clear voice within the trades space.
The opportunity was to build on that momentum and shape it into something more structured, commercially viable and ready to engage with businesses, sponsors and industry partners, without losing the founder-led energy and lived experience that had made the platform resonate in the first place.
The work began with the Pink Tradie Ladie logo, visual identity and digital presence, then grew alongside the business.
Through the development of SupportHER On Site, it became a much broader strategic partnership encompassing positioning, commercial architecture, sponsorship pathways, recognition systems, documentation and the long-term development of the platform.
This was not a single brand or website package. It was an evolving body of work shaped around what the business was becoming.
Establishing the brand
The early work created a more recognisable and consistent foundation for Pink Tradie Ladie.
This included the logo and visual identity, brand direction, messaging and website, bringing the founder’s personality and purpose into a clearer public presence.
The identity needed to feel strong and distinctive without becoming overly corporate or losing the directness that had helped the community connect with it.
That foundation gave the business something more coherent to build from as its ambitions expanded.
Creating the structure behind SupportHER
SupportHER On Site began as a practical way for businesses to demonstrate their commitment to supporting and retaining women in trades.
For the initiative to grow, however, it needed more than a strong campaign idea. It required a clear model around participation, recognition and value.
The work included shaping the SupportHER framework, developing pathways for aligned businesses, industry partners and sponsors, and establishing a badge and recognition system that could be understood and used consistently.
Licensing, monetisation and recurring revenue possibilities were considered as part of the longer-term commercial direction.
Together, these elements began to turn SupportHER into a more complete and expandable brand ecosystem.
Positioning the platform for a wider audience
The messaging needed to work across several distinct groups.
Women in trades needed to feel understood. Businesses needed to see a meaningful and practical way to participate. Sponsors and industry partners needed to recognise the wider opportunity and the value of their involvement.
The positioning and language were developed to support each of these conversations without fragmenting the central idea.
Pink Tradie Ladie retained its approachable, founder-led voice, while the wider business presence gained the structure and authority needed to engage more confidently with industry.
An ongoing strategic partnership
The Feel Co.’s role has continued beyond the original identity and website.
Ongoing work has included founder support, positioning, sponsorship and partnership direction, marketing planning, customer journey review and the development of the broader commercial ecosystem.
That continuity has allowed the strategy to evolve with the business rather than being completed once and left behind.
Building the digital experience
The website became the place where the growing parts of the brand could be brought together.
The work included website strategy and architecture, customer journey planning, copywriting, Squarespace design and development, directory structures and clearer pathways for tradespeople, businesses, partners and sponsors.
Search and AI-findability foundations were incorporated into the content and page structure so that the platform could be more readily understood by people, search engines and emerging AI-assisted discovery tools.
The objective was not simply to create a more polished website. It was to make an increasingly complex platform easier to understand, navigate and engage with.
Developing the systems around the brand
As Pink Tradie Ladie grew, the work extended beyond what the public could see.
Brand usage guidance, badge rollout structures, onboarding documents, partner information, agreements and asset systems were developed to support a more consistent experience.
Canva, Dropbox and broader digital workflows were also organised so that brand assets and documentation could be accessed and used more effectively.
These practical systems gave the platform a stronger operational foundation as new relationships and opportunities emerged.
The outcome
Pink Tradie Ladie evolved from a recognised community-led platform into a more structured and industry-facing brand with clearer commercial pathways.
SupportHER created a framework through which businesses could visibly align themselves with the support and retention of women in trades, while giving Pink Tradie Ladie a stronger foundation for partnerships, sponsorships, recognition programs and future platform development.
The result is a more coherent brand ecosystem with the clarity, systems and commercial structure to support its next stage of growth, without losing sight of the community and purpose that gave it value in the first place.
The work included
Brand strategy and positioning
Logo and visual identity development
Founder-led brand direction
SupportHER framework development
Business model and commercial architecture
Sponsorship and partnership pathways
Aligned Business structure
Licensing direction
Badge and recognition systems
Website strategy, copy and development
SEO and AI-findability foundations
Directories and digital pathways
Brand documentation
Workflow and asset systems
Customer journey development
Ongoing strategic support