From our board to our audience, folks are way impressed with your work! –Simone Marean, Executive Director
I facilitated workshops, wrote and presented strategy, developed audience personas, prototyped site architecture, wireframes, and user flows, designed responsive layouts and UI components, designed their logo, and codified their identity system in a guidelines document.
Girls leadership had a clear people problem—needing their brand to better resonates with their audiences—and a business problem—needing more program sign-ups.
We facilitated a stakeholder workshop to cull insights around audience personas, information architecture, and user flows.
We considered a range of experiences, pain points, needs, value propositions, and proof points for three major audiences.
The five minutes after Simone finishes a presentation will make or break sign-ups.
–workshop participant
A key scenario emerged: parents are eager to sign up after a community presentation but will abandon the task if finding a local program is difficult.
Our usability benchmark was “find a local program on mobile.” A user must navigate across 4 regions, 4 program types, and 13 grade levels.
Girls Leadership needed 100% autonomy. The site’s front-end integrates with their WordPress dashboard for seamless content management.
From our board to our audience, folks are way impressed with your work! –Simone Marean, Executive Director
We facilitated a stakeholder workshop to cull insights around brand positioning, product vision, user personas, and north star strategy.
A clear but nuanced opportunity arose from our competitor audit: “Create a brand identity that is authoritative, yet stylized—expressing a camp-like exuberance.”
Some say that “drawing is thinking.” While sketching, I was thinking “this name is too long.” We recommended a name shortening.
The logo typography stands for assertiveness. The range of fills stand for emotional intelligence and inclusiveness.
This idea—that their teachings are about balancing assertiveness with emotional intelligence—also informs the brand fonts and color story.
Often, the best marketing is to simply provide answers the customer's most pressing questions. A typical visitor to the Girls Leadership site is a worried parent—wanting to know “how does this work?”
To enable the autonomy of their in-house creative team, we delivered a comprehensive identity guidelines containing every specification they would need for the creation of future marketing touchpoints.
This poster was a self-initiated visioning exercise. I made it to see if we could tell an impactful and useful story using these elements. It is now a free PDF offered on the site.
Is it strange to be in love with a strategy document? Because we are! –Simone Marean, Executive Director
Design Agency: Volume Inc.; Creative Director: Eric Heiman, Adam Brodsley; Design Director: Bryan Bindloss; Designers: Bryan Bindloss, Ellen Keith, John Provencher; Web Development: Aleph Incorporated