Pink Tradie Ladie
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Evolving a recognised trades platform into a structured, industry-facing brand.
Estimated project value: $35,000+
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 take that existing momentum and shape it into something more structured, commercially viable and industry-facing, while protecting the authenticity and founder-led energy that made the platform resonate in the first place.
Through the development of the SupportHER On Site initiative, the project evolved into a much broader body of work spanning brand strategy, positioning, website design, sponsorship architecture, licensing direction, digital systems, documentation and long-term business presence development.
This was not simply a visual identity or website project.
It was the strategic evolution of a growing platform into a more professional, scalable and commercially considered brand.
The Brief
The core challenge was to help Pink Tradie Ladie move from a strong community presence into a more structured business ecosystem.
The work needed to support credibility with trades, businesses, sponsors and aligned industry partners, while keeping the brand clear, approachable and connected to its original purpose.
The project required a balance of strategy, structure and sensitivity: building something commercially stronger without stripping away the personality, trust and lived experience behind the brand.
Strategic Services Included
Brand Strategy & Positioning
Strategic brand positioning
Industry-facing messaging
Tone of voice refinement
Founder-led brand direction
SupportHER On Site framework development
Clear differentiation within the women-in-trades space
Messaging designed for businesses, sponsors, partners and tradespeople
Business Model & Commercial Architecture
SupportHER On Site monetisation direction
Licensing and recognition framework development
Aligned Business structure
Sponsorship and partnership tier strategy
Badge system strategy
Foundational recurring revenue pathways
Commercial positioning for future scalability
Website & Digital Presence
Squarespace website strategy and build
Website architecture and user journey planning
Copywriting and content direction
SEO and AI-aware visibility foundations
Directory and listing structure
Enquiry pathway refinement
Digital ecosystem planning
Systems, Documentation & Brand Assets
Brand usage guidance
Badge rollout structure
Canva and Dropbox workflow systems
Partner/supporter/sponsor documentation direction
Onboarding and agreement documentation
Asset organisation and delivery systems
Practical digital setup support
Ongoing Strategic Support
Founder support and strategic direction
Business presence refinement
Marketing and visibility planning
Customer journey and touchpoint review
Commercial ecosystem development
Long-term platform evolution support
The Approach
This project required more than design execution.
It required the ability to understand the founder’s vision, read the broader industry opportunity and translate an evolving idea into a structured brand ecosystem.
The work moved across strategy, messaging, digital presence, commercial modelling, documentation, systems and customer experience.
The goal was to create something credible enough for industry, clear enough for businesses to understand, and strong enough to support future growth.
The Outcome
Pink Tradie Ladie evolved from a recognised community-led platform into a more structured, professional and industry-facing brand with a clear commercial pathway.
The SupportHER On Site initiative created a framework for businesses to visibly align with the retention and support of women in trades, while giving Pink Tradie Ladie a stronger foundation for partnerships, sponsorships, recognition and future platform development.
The result was a brand ecosystem with greater clarity, commercial structure and long-term scalability.
Project Highlights
Evolved an existing community-led platform into a structured industry-facing brand
Developed the SupportHER On Site framework
Created the sponsorship, partner and aligned business structure
Built the website and digital presence
Developed badge and recognition systems
Supported licensing and monetisation pathways
Created documentation, workflow and asset systems
Provided ongoing strategic business presence support
Services Delivered
Brand Strategy
Business Positioning
Website Design
Website Copywriting
SEO Foundations
Sponsorship Strategy
Partnership Framework
Licensing Direction
Badge System Development
Digital Systems
Documentation
Customer Journey
Business Presence Development
Ongoing Strategic Support