A Pretty Brilliant Move

Nine years ago, Biz 417 created Ladies Who Launch, a local women's leadership conference. On August 14, the company revealed a new brand for the event and launched a new platform to inspire and engage the women in our community. After creating Ladies Who Launch, a local women's leadership conference nine years ago, Biz 417 recently revealed a new brand for the event to further inspire and engage the women in our community. I recently spoke with Biz 417 owner and publisher Logan Aguirre to share the behind-the-scenes business moves of the rebrand.

What started as a borrowed line from Reese Witherspoon became the title of Biz 417's women's conference. Then, it grew. “This event has taken on a life of its own,” says Aguirre. “It has its own personality. It has its own colors. It has outgrown every space in Springfield.”

In the event's eighth year, Ladies Who Launch moved to Branson to host the growing list of attendees as a larger, multi-day conference with a more regional feel.

As the event grew, it also caught the attention of Ladies Who Launch, the nonprofit organization founded in 2013 in California that focuses on funding and education for women entrepreneurs internationally. This organization had trademarked the name “Ladies Who Launch.”

Aguirre received a polite letter from the organization asking Biz 417 to find a new name. After the initial shock and consulting her attorney, Aguirre decided a name change was necessary.

Since Biz 417 was already months into the planning, contractual obligations and ticket sales for the summer 2026 event, the Ladies Who Launch organization was gracious and allowed Biz 417 to bring its version of Ladies Who Launch to a close, buying time to pivot—and plan a whole new brand. “It really sparked for me some excitement in [knowing] this would be an opportunity for us to come up with a whole new name that really reflects what the community it has grown into,” says Aguirre.

To help manage the workload, Biz 417 partnered with marketing agency Revel Advertising to leverage its expertise to help the Biz 417 team land on a fully ownable name that had the inspirational tone of the community. After reviewing lots of naming options in multiple idea sessions, the team landed on Pretty Brilliant in June 2026. “Pretty Brilliant is the community that cheers for each other,” says Aguirre. “It's women who are writing a note to say that they noticed you—always looking at ways to build each other up.”

Then the Biz 417 team turned to Fried Design for logo and branding development. “We had one chance to do this right,” says Aguirre. “This [event] has become such a huge part of our brand. It's a huge part of our why. It was important that we had the best partners along with us so that we could put our best foot forward.”

Fast-forward to Biz 417's final Ladies Who Launch event in August 2026. After more than 800 attendees had enjoyed the multi-day conference full of workshops, speakers, sponsor integrations, networking and plenty of time to think, Aguirre ended the event by announcing the new name in grand style. A video showcasing attendees talking about the “pretty brilliant” woman they know helped set the tone, while the Biz 417 team executed a branding flip of the venue, replacing all signage and adding special touches to reflect the new Pretty Brilliant brand. As attendees exited the ballroom, they received their own custom Pretty Brilliant stationery and enjoyed a happy hour surrounded by full Pretty Brilliant branding.

Biz 417 is excited to lean into this new brand and celebrate a community that we think is pretty brilliant.

Save the date for Pretty Brilliant 2027, July 21–22 at the Branson Convention Center. Tickets go on sale in November. Sign up here to be on the list to receive notification.