Feminism Makes Us Smarter

FMUS wanted to create a platform that would become an all-in-one resource for feminists all over the world.

Two personas were targeted for the UX design:

1. The all-in: A feminist who already knows the movement, supports it fully, and is actively looking for tools to stay updated.
2. The shy adventurer: A person who is just discovering the movement, wants to learn more about it, and wishes to find ways to support it.
   

The requirements

1. The platform had to be inviting for first-time visitors and interesting for regular visitors.
2. It had to match the visual language of the brand.
3. A CMS function to create blog pieces.
4. E-commerce capabilities to sell branded products as a way of funding  the work on the platform.

Solution

A custom webflow website was created using the visual language of the brand. Through a mix of custom code and third-party integrations, these features were implemented on the site:

• A quiz that tests first time visitors on their knowledge of the movement
• Blog section with social media shareable quotes
• Mailchimp integration to sign-up for the different email communications
• Printful integration for e-commerce of branded pieces
  

Social Media Strategy

Populating FMUS social media and Building Community

The brand needs a strong social media presence to find possible followers of the movement. I designed and implemented a strategy that helped populating FMUS social media while clearly stating its values as a way to find like-minded supporters.

9 Pillar posts

Social media assets were created by recycling already existing content posted on the website’s blog this helped define the brand’s values on social media

Deliverables:

1. A set of 18 images that will always be visible on the account’s feed
2. 15 seconds type animated stories that use the brand’s visual language to create more dynamic posts.

Email Strategy

Françoise is a curious person, she is always expanding her knowledge and exchanging with interesting people to keep sharing about what being feminist means and how other women around the world support the movement. As a way to keep her followers motivated to stay in tune with FMUS by addressing them personally,  we developed an email strategy.

1. Digest: she shares cultural work done by women like books and music in a digest
   
2. Newsletter: containing an analysis of the world's latest events from a feminist perspective

The emails are sent two weeks apart from each other making a total of 2 per month.

The brand required printed collaterals that materialized the brand's identity.

Françoise requested the design of fashionable accessories that would help fund the work done on the platform.

I was in charge of and overseeing the production of the branded products and the design and production of printed collateral. These tasks included finding providers, print proofing, and coming up with a strategy to create a unified brand experience.

Challenges

Creating a unified brand experience on digital and printed media. Consistent representation of the brand colors on all its applications.

Since the brand started with a digital-only presence the visual language was not optimized for CMYK reproduction.

Solution

I designed branded compostable mailers and inserts that would look cohesive with the rest of the brand and that would engage the customers to continue supporting the movement.

To solve the color issue, a color quest was deployed to find a mix of inks that the client was comfortable with to represent her brand on printed media.