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.
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.
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.
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.
↑ 'Invisible barriers' animated movie [detail] by Mustashrik
The site went live with five successful youth culture brands. Now, there are already six.
There truly is no stopping the Girl Effect.
Some conceptual pitch work to introduce GE perception change at the World Economic Forum Annual Meeting in Davos, Switzerland.