This is a World
So here's the challenge
Earlier this year, I was asked to create branding assets for the BUILT BY GIRLS first ever International Women’s Day Campaign: “This is a World #BUILTBYGIRLS.” The campaign I was creating for is a video series that consists of 7 videos of community members who are matched up with industry titans, such as Arlan Hamilton and Claire Wasserman and have important conversations about the tech space.
For this campaign, I needed to create video assets, a logo, and some imagery for social.
What's the why?
As this is our first, major, widespread campaign, we want to make sure our name and imagery stand out- especially against other tech brands sending out messaging around the holiday. The team wanted it to feel personal to the brand, as BUILT BY GIRLS has an aim to create a more diverse, inclusive work atmosphere. Therefore the team decided to do a last minute rebrand to make it feel more unique to the brand as the launch date approached (3/8). I was tasked with creating imagery to fit this intention and messaging.
Several different options of a logo were mocked up to show how out of the box we can go with the look of this campaign and to give more insight towards what we could possibly take from. First I started with the logo, taking inspiration from different Youtubers. I used this opportunity to really go out there and provided a bunch of options for the team. I then sketched out what it could potentially look like in a video.
Once the logo was approved, I created modified thumbnail images, from designs based off of a freelancer we worked with. The thumbnails all have text based off of the conversations that are had in each video.
These thumbnail images also inspired the design for the social card that was to be shared by all of the companies and influencers we were working with to promote the campaign.
Final campaign branding was created with a mix of features such as opacity, outlines, and layering from the different options presented earlier in the week.
The videos were released on March 8, along with all of the social posts. It was shared all over the internet, including on the homepage of AOL.com where it has gotten over 300,000 views.
The social cards were also shared all over Instagram and Twitter by community members, influencers, and founders.