Established in 2018, Women-Led Wednesday’s mission is to champion Women-Led brands, shining a spotlight on these businesses every year on the Wednesday before Thanksgiving. They came to Catalysis interested in increasing the visual and verbal impact of their work, and to revamp their website–a directory of Women-Led brands that can be shopped year-round.


THE EXECUTION
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I began this effort by exploring Women-Led Wednesday’s brand values, laying the foundation for the toolkit of visual assets . Core values were determined through a workshop with our clients, determining how they wanted to show up and be percieved by both their brand partners, media partners, and supporters of their movement. Once these were discovered, they became a lens to evaluate the development of brand assets like the logo and “Shop Women-Led” seal, color palette, iconography, and photo direction/treatments.

A brand partner kit including graphic assets, packing materials, and social templates was proposed.

Our main deliverable, WomenLedWednesday.com was the culmination of this branding effort

THE IMPACT
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The August 2024 re-launch of WomenLedWednesday.com saw the site’s biggest spike in traffic in its history (Almost 5k unique visits). This represents a 1,760% year-over-year increase in site traffic. Furthermore, the site sustained another record month of site traffic during November 2024, the month of the event (over 4k unique visits, an over 2000% increase year-over-year). I’m looking forward to seeing the movement grow and expand into 2025 and beyond.