The Women’s Leadership Institute of Utah, an organization that advocates for women in leadership positions, is rebranding to become known as Sego Leadership.
The change is meant to distinguish the group from similar organizations and cater more to a Utah-based audience.
“The Sego Lily is a Utah flower and we are a Utah company. Not only are we based here, but we focus mainly on Utah problems,” Jen Hunsaker, the organization’s director of marketing and communications, told the Deseret News. “When we talk about expansion, we want to expand throughout the state and not really nationally. So our focus really is here in Utah.”
In addition to the name change, the organization’s logo is also getting a makeover. Sego Leadership is represented by a yellow Sego Lily flower.
“It’s essentially a new outfit to dress up the mission that’s remained strong for the last 11 years of this company,” Hunsaker said.
Melanie Jones, Sego Leadership’s CEO said the flower represents something beautiful that grows in a challenging environment. While the new name does not include the word “women” anymore, Jones said that “Sego, especially having a floral emblem, still says women without using the word women.”
Jessica Collings, senior brand director at BonCom, Sego Leadership’s partner agency on their rebranding project, said the new design “helped us lean more into the feminine space without being so overly feminine.”
The organization hosts cohorts of women to participate in leadership programs that prepare them for leadership positions in business and politics. When Sego Leadership representatives announced the change, they stressed that the mission of the organization is not changing.
“While our name may be changing, our mission is not. Not. One. Word,” said Jonathan Hafen, the co-chair of Sego Leadership’s board.
Hunsaker said the organization “believe(s) strongly that Utah thrives when women lead, and that’s what we work towards, is to help more women enter leadership positions and to be prepared for those roles.”
“The name change just signals for us a way to tell that story better.”
