Imagery - will be critical key to refresh -- “realer people” “realer settings”. Get rid of isolated all female images in traditional business wear -- portray active casual everyday women. Portray situational images reflective of the target audience. They should be relaxed, friendly, warm, inviting imagery that is evocative of intimate moments captured in work and general life situations. These are real people, real you would want to meet. The brand voice should be friendly and inviting. It should sound like our members and reflect the character of a trusted, colleague, mentor, advisor, friend that every professional woman would like to have in their life.