Center for Women’s Leadership
NEW Leadership® Oregon Rebrand
As the marketing manager at the Center for Women’s Leadership, I spearheaded transformative projects that resonate deeply with our community. One example of my dedication to effective branding is the complete rebranding of the NEW Leadership® Oregon (NLO) program.
With over two decades of history, NLO has undergone a remarkable evolution, transitioning from a white-centered feminist perspective to embracing a more intersectional and gender-expansive approach in recent years. At the heart of this rebrand lies the newly crafted NLO logo, a meticulously developed symbol reflecting the program's rich legacy while signaling its progressive shift. Inspired by the program's journey, I infused the logo with a sense of vibrancy and nostalgia, incorporating a playful retro aesthetic punctuated by a bold splash of bright purple—a hue chosen to captivate and engage.
Throughout the rebranding process, maintaining a cohesive visual identity was paramount. By blending the distinctive muted brown tones with the striking purple accent, I ensured a consistent and cohesive look across all brand touchpoints. However, the rebrand extended beyond mere aesthetics; it was an opportunity to embed the newfound intersectional lens into every facet of NLO's promotion strategy. From imagery to messaging, every element was meticulously crafted to reflect the program's commitment to inclusivity and diversity, demonstrating my ability to execute comprehensive rebranding strategies.
In essence, my work on the NLO rebrand revitalized its visual identity and reinforced its mission of empowering women and gender-expansive people from all walks of life.
Photo credit: Avec Meg
NLO 2023
Women’s History Month 2022 Campaign
Using an intersectional feminist approach, I created 31 days of content for all CWL social media platforms in celebration of Women’s History Month, showcasing a diverse landscape of women who have made a significant mark in our history. The power of storytelling was crucial to this campaign, allowing our audience to deeply connect with the women we highlighted and expand their knowledge of their role in Oregon's history, fostering a sense of engagement and connection.
At the heart of this campaign was an unwavering commitment to intersectional feminism. With this approach in mind, I meticulously crafted 31 days of content that not only highlighted the diverse tapestry of women who have left an indelible mark on Oregon's history but also celebrated their growth and resilience, inspiring and empowering our audience.
Infusing our storytelling with botanical elements symbolizing growth and renewal, each day's content centers on individuals who have overcome barriers and nurtured change in their communities. Through visually captivating imagery and compelling narratives, we honored the journeys and legacies of these remarkable women, ensuring that their voices resonated with our audience.
By amplifying the voices and experiences of underrepresented communities, we sought to broaden our audience's understanding of women's history in Oregon and beyond. Through the lens of growth and empowerment, we not only celebrated the achievements of the past but also laid the groundwork for a more inclusive and equitable future.
