Women’s Funding Network
Role: Creative Direction, Design
Additional team members: Jessica Dawson, Strategy and Content; Noah Kuhn, Web Development
Additional team members: Jessica Dawson, Strategy and Content; Noah Kuhn, Web Development
The Opportunity
As the the largest philanthropic alliance in the world dedicated to advancing the role of women’s foundations and gender justice funders, Women’s Funding Network (WFN) wanted to strengthen its position as a trusted thought leader on gender equity issues. To achieve this, WFN was looking for a new brand identity to reflect an organization that was vibrant, active and tuned-in.
The Approach
To anchor WFN’s new brand identity, we leveraged bold, distinctive typography for headlines and messaging that are at once ownable and visually impactful. We selected a rich, jewel-toned color palette to further drive that impact across the suite of branded materials, while modernizing and elevating the look. The monogram brand mark features an italicized letter f — bringing a dynamic component to the mark and placing emphasis on the organization’s key themes of 'forward-motion' and 'feminism.' We then applied the new brand system to a fully restructured and rebranded website, and set up a newly formatted email newsletter campaign and social media plan to help drive both brand awareness and traffic to the new site.
By the next year, web traffic had increased 220% with a 90% reduction in bounce rate. Social media engagement also made impressive gains in the following year, increasing by 275%, with total impressions more than doubling and net follower growth rate increasing by 46%.
Awards/Honors: Awwwards Honorable Mention, Awwwards Mobile Excellence, Graphis Design Annual
“It is truly the thoughtfulness that was brought to this project and ability to adapt our work and mission into beautiful and accessible visuals that made this a success. I am so proud of our new ability to communicate our mission, work, and value to our members and the community.”
Megan Murphy Wolf, Chief Operating Officer, Women's Funding Network