Transforming a resource into a community

When UN Women approached us to create a visual system for their 2-year-old website, the Knowledge Gateway for Women’s Economic Empowerment, the site had been gaining visibility and community, but lacked a cohesive brand. We encouraged UN Women to consider the project more broadly – as a community and a movement rather than as just a web site. We gathered both qualitative information from the UN Women team and broad quantitative polling of representatives around the world, including testing our recommendation to rebrand under the new name ‘Empower Women’. Today, the online portal empowers thousands of women in more than 190 countries to further their personal financial goals, and connects women around the world to development partners from the private sector, civil society, academia, governments and international organizations – creating a global community of support and empowerment. The materials we delivered support the community by featuring photos, stories and insights from actual members.

Services: Brand strategy, Naming, Visual Identity System with Graphic Standards, Print collateral