a challenger site for new audiences

GirlEffect, an independent nonprofit org, works with girls in development areas to empower them with skills, ideas and knowledge through locally based youth culture brands.

They'd recently rebranded, and needed to inform - and inspire - new audiences on all owned digital channels.

  TEGA  - Technology Enabled Girl Ambassadors and researchers, Nigeria

TEGA - Technology Enabled Girl Ambassadors and researchers, Nigeria

  Yegna : drama, music + talk show, Ethiopia

Yegna: drama, music + talk show, Ethiopia

  NiNyampinga  multimedia platform, Rwanda

NiNyampinga multimedia platform, Rwanda

We aimed to transform the site from an editorial-led movement building hub to a streamlined, brochure-led generation experience. Simplify the content for potential partners, investors and advocates to quickly find out who GE are, what they stand for and do, and ultimately to make contact and build relationships.

It was imperative that the new master brand would harmonise in-page with the numerous youth culture sub-brands and illustration styles.

 ↑   master brand 'burst' element

↑   master brand 'burst' element

 

FRAMING THE BRANDS

Each of the culture brands had a stand-alone identity, which vastly differed from the master brand. It seemed wise, therefore, to let white space deliver the necessary boundaries, and allow controlled brand elements to surface in consistent locations across the site. 

 
 
illu2.jpg
 
 
illu3.jpg
 limited colour palette illustration style  source: brand guidelines

limited colour palette illustration style
source: brand guidelines

 

I was briefed to redesign their site using the new master brand, but asked to fit the templates into an existing Umbraco back end framework. Quite a challenge. I started with some conceptual applications, of which one style was chosen to move forward.

+ magnify style tile

 

https://gyazo.com/88724f9a860c716cc30e931e170bb329

↑   'Invisible barriers' animated movie [detail] by Mustashrik

 ↑   live site visual: NiNyampinga brand landing page [detail]

↑   live site visual: NiNyampinga brand landing page [detail]

 
 ↑   live site visual: TEGA brand landing page [detail]

↑   live site visual: TEGA brand landing page [detail]

 Yegna brand hero imagery

Yegna brand hero imagery

message3.jpg

AND SO...

The site went live with five successful youth culture brands. Now, there are already six.
There truly is no stopping the Girl Effect.

 
 young Yegna fans, Ethiopia

young Yegna fans, Ethiopia

 TEGA researchers, Nigeria

TEGA researchers, Nigeria

RELATED CONTENT

Some conceptual pitch work to introduce GE perception change at the World Economic Forum Annual Meeting in Davos, Switzerland.

+ magnify concept: home

 + magnify concept: Yegna landing

+ magnify concept: Yegna landing


VIEW THE SITE HERE

 

COLLABORATORS:

Logo and brand kit: Wolff Olins
Digital Illustration assets: Hüman After All
'Invisible Barriers' illustration + animation: Mustashrik
Interaction/UX: Diego Pinna
The International content + dev team at Zone