The brief
While their mission to advance all women wasn’t changing, Network of Executive Women realized that the world around them had. The organization needed a reimagined brand to connect with a new generation of Gen Z and Millennial women and male allies while representing their powerful network of nearly 15,000 members and 300+ corporate partners. NEW had begun evolving their program and partnerships to be more innovative and inclusive—and the brand needed to better reflect that transformation.
Boiled down to two words? Make it modern and inclusive.
The idea
850+ unique names explored and tested. 9 visual directions pressure tested. 20+ logo directions explored. Testing and focus group discussions with hundreds of internal stakeholders and external professionals. The result? A name and visual identity that more strongly reflects who the organization is now and next.
Here’s to what’s new and what’s next.
A brand transformation of this magnitude needed a web destination that makes an impact. Our goal was to create a rich web experience that feels inclusive, inspires engagement, and makes a meaningful connection with prospective and current members as well as corporate partners. We worked to replicate the community and support that members and partners feel as they engage with inspiring content and thought leadership, register for events, connect with their region, and search for jobs. See the new website for yourself.
We helped NextUp spread the word about their transformation through social content and strategy, email support, partner and regional member toolkits, blog content, launch concepts, and stakeholder communication.
The results
While the new brand just launched, it’s already receiving rave reviews from members and partners alike. We were thrilled to partner with NEW’s transition to NextUp in a way that helped them own their voice in the space, elevate the strength of their existing community, and connect with a new, more diverse generation of women and allies. Here’s to the next 20 years and beyond.