Lean In is a women's empowerment organization focused on giving women and companies the tools they need to build more equal companies—and ultimately, a more equal world. I led a brand overhaul to clarify the brand purpose and define a new visual language that would move the organization to reach as many women from as many backgrounds as possible.

 

As the Creative Director on the team, I led this project, collaborating with a diverse group of people across many disciplines. I hosted stakeholder and cross-functional working sessions to ensure alignment across the organization, workshopping our brand purpose, personality, and values. My team took these insights and created various mood boards, defined our illustration style, selected a new color palette, and folded in new fonts—and build out a complete brand book. All of our choices were built on the foundation of speaking to our diverse audience and more accurately reflecting our mission and DNA.