CASE STUDY 03 Women's Worldwide Web · Brand Conception & Launch Brand Strategy · Naming · Global Women's Empowerment

The Tension A Paris-based platform dedicated to empowering girls and women worldwide through microfinance, social networking, and content needed more than a mission. It needed a brand — a name, a voice, a visual identity, and a strategic frame that could travel across cultures without losing its soul.

The High Fidelity Read The instinct of most organizations in this space is to lead with the problem. We made a deliberate choice to stay on the sunrise side of the story. Our core audience — women who believe in a better future — respond to optimism and solidarity, not urgency and deficit.

As co-founder, I led the conception of the brand from its earliest days — the name, the logo, the language, and the two strategic pillars that would define everything that followed.

The Imprint A brand built on two pillars: inherent female optimism and the instinct toward collaboration. A rallying cry — Let's weave the women's web — that activated both simultaneously. A platform that understood its audience well enough to speak to who they already were.

Our  Voices blog is increasing in its popularity among our community and is beginning to hold a unique place among essential voices and organizations speaking on the realities of women and their communities in the world

In 2012, we were able to reach over 11,000 household and support hundreds of female-focused local organizations, as we do our part to weave the women's web.