Elevating Gen She's Brand Identity
I rebranded and redesigned the Gen She website to engage women at different career stages, resulting in increased newsletter sign-ups and overall engagement.
Elevating Gen She's Brand Identity
I rebranded and redesigned the Gen She website to engage women at different career stages, resulting in increased newsletter sign-ups and overall engagement.
Elevating Gen She's Brand Identity
I rebranded and redesigned the Gen She website to engage women at different career stages, resulting in increased newsletter sign-ups and overall engagement.
Problem
Context
Gen She, a tech startup originally focused on empowering Gen Z women in tech, needed to evolve its brand identity to align with its expanded mission of supporting women throughout their careers. The existing website no longer supported this new direction, prompting a redesign to better reflect our broader focus.
Context
Gen She, a tech startup originally focused on empowering Gen Z women in tech, needed to evolve its brand identity to align with its expanded mission of supporting women throughout their careers. The existing website no longer supported this new direction, prompting a redesign to better reflect our broader focus.
Project Goals
1
Update the Website
Enhance visual and functional appeal to attract women across various stages of their careers.
2
Newsletter Growth
Increase newsletter sign-ups and drive greater engagement with Gen She’s content.
3
Initiate the Podcast
Introduce a new media format to engage and inform our audience.
Challenge
How can we adapt our digital presence to engage a diverse audience effectively while integrating new content formats and boosting overall user engagement?
Challenge
How can we adapt our digital presence to engage a diverse audience effectively while integrating new content formats and boosting overall user engagement?
Solution
Final Design
I refined the brand identity to appeal to a broader audience by updating the style guide, integrating pop-ups and call-to-action elements, and marketing new content on the website.
Final Design
I refined the brand identity to appeal to a broader audience by updating the style guide, integrating pop-ups and call-to-action elements, and marketing new content on the website.
How it addresses the problem:
1
Refining the Style Guide
By evolving the identity from "energetic and trendy," which catered to Gen Z, to "sophisticated and modern," the design became more inclusive and welcoming to a wider demographic, reflecting our commitment to embracing all community members.
2
Pop-ups and CTAs
Integrating interactive elements provides users with more opportunities to engage with our content, such as signing up for the newsletter to receive updates, events, and resources from Gen She.
3
Showcasing the Podcast
Creating a dedicated podcast page and highlighting it throughout the website ensures that users are informed about the new media format and its release.
Impact
The updated website, launched ahead of the podcast release, led to a notable increase in newsletter sign-ups and overall user engagement. The new visual identity and strategic integration of the podcast resonated with a broader audience, successfully expanding Gen She’s reach across various career stages and boosting its presence across multiple platforms.
Impact
The updated website, launched ahead of the podcast release, led to a notable increase in newsletter sign-ups and overall user engagement. The new visual identity and strategic integration of the podcast resonated with a broader audience, successfully expanding Gen She’s reach across various career stages and boosting its presence across multiple platforms.
Newsletter
I implemented a pop-up for first-time visitors to encourage newsletter subscriptions and redesigned key website sections. Additionally, I strategically placed call-to-action elements throughout the site to maximize subscription opportunities.
Newsletter
I implemented a pop-up for first-time visitors to encourage newsletter subscriptions and redesigned key website sections. Additionally, I strategically placed call-to-action elements throughout the site to maximize subscription opportunities.
Podcast
To enhance accessibility and marketing, I created a dedicated podcast page and featured it on the homepage. This included clear call-to-action buttons and detailed series information, ensuring easy access and increased visibility. Fun fact: I also managed the creative direction and editing for the podcast photoshoot!
Podcast
To enhance accessibility and marketing, I created a dedicated podcast page and featured it on the homepage. This included clear call-to-action buttons and detailed series information, ensuring easy access and increased visibility. Fun fact: I also managed the creative direction and editing for the podcast photoshoot!
research insights
User Interviews
Interviews revealed that the existing website's vibrant colors and youthful imagery appealed strongly to college students. Building on these insights, I conducted additional research into successful brands that target a broader demographic, which provided guidance on effective design strategies, including messaging, color schemes, and typography.
User Interviews
Interviews revealed that the existing website's vibrant colors and youthful imagery appealed strongly to college students. Building on these insights, I conducted additional research into successful brands that target a broader demographic, which provided guidance on effective design strategies, including messaging, color schemes, and typography.
ideation
Site Map
Based on interview feedback, I assessed the website to identify sections for removal or redesign and developed a new site map to enhance overall functionality.
Site Map
Based on interview feedback, I assessed the website to identify sections for removal or redesign and developed a new site map to enhance overall functionality.
Style Guide
Updated to neutral and warmer tones, modern typography, and more intentional color use to create a broader appeal while preserving Gen She’s core visual identity.
Style Guide
Updated to neutral and warmer tones, modern typography, and more intentional color use to create a broader appeal while preserving Gen She’s core visual identity.
reflection
Key Insights
Working on the website redesign taught me valuable lessons in managing an independent project and designing with user needs in mind. Rebranding the site for a broader demographic emphasized the importance of understanding user preferences and the impact of small design details on attracting diverse user groups. I also recognized the significance of individual feedback; even a single insight can influence design decisions. These experiences have deepened my understanding of how to create engaging digital experiences for a wide range of users.
Key Insights
Working on the website redesign taught me valuable lessons in managing an independent project and designing with user needs in mind. Rebranding the site for a broader demographic emphasized the importance of understanding user preferences and the impact of small design details on attracting diverse user groups. I also recognized the significance of individual feedback; even a single insight can influence design decisions. These experiences have deepened my understanding of how to create engaging digital experiences for a wide range of users.