INTERNATIONAL WOMEN'S DAY: #POWERTOCHANGE
Digital campaign launching Women for Women International's first brand refresh in 30 years and celebrating International Women's Day
ABOUT THE PROJECT
How do you successfully launch your brand refresh? You kick it off in tandem with your biggest yearly campaign — International Women's Day. For the first time since its founding 30 years prior, Women for Women International tapped Threespot to give its brand a fresh new look. From there I got the opportunity to make it come to life beyond the style guide. The theme of this year's International Women's Day campaign was #PowerToChange, and it aimed to inspire followers to sign a pledge, promising to use their innate power to drive change in their communities. In collaboration with the Communications team, I designed over 100 graphics and videos to support this goal. Ultimately, I designed this campaign to both pay homage to the organization's roots and showcase its exciting future.
PROJECT TEAM
Art Direction, Design, Illustration:
Zoe Winton
Copywriting:
Gabby Alvarado
Caroline Mohan
Eliana Reyes
TWO CAMPAIGNS AT ONCE:
1. BRAND LAUNCH
2. #POWERTOCHANGE
1. BRAND LAUNCH
Women for Women International's original brand had a lot of character, but that character had lost its charm and gotten a bit dated. The team at Threespot worked with us to freshen up the look without losing the core identity of our brand – the women we serve.
2. #POWERTOCHANGE
It's always exciting to get to set the tone for a brand's first campaign. It almost feels as if there are endless possibilities, nothing holding you back from being as creative as possible. On the other hand, it is important to establish the brand as solid and consistent. For this campaign I chose to lean into the bold text since that can stretch across campaigns. For a more unique element that wouldn't go beyond this campaign I incorporated grainy texture and color gradients.
SOCIAL MEDIA
EVERGREEN INFOGRAPHIC
