Inklusiiv Designing a website and a brand for the #IStartedThis campaign

Inspiring entrepreneurship through storytelling

The #IStartedThis campaign for Inklusiiv aimed to inspire diverse individuals to explore entrepreneurship by showcasing role model stories through a visually engaging website and social media. Despite a tight timeline, we developed a cohesive brand identity, user-focused website, and impactful social media assets. The campaign achieved over 8,000 story reads which exceeded client expectations, resulting in further collaboration opportunities.

Brand, website, and social media in weeks

Inklusiiv, an association focused on promoting diversity and inclusion in working life, launched the #IStartedThis campaign to break stereotypes around entrepreneurship and inspire people of all backgrounds to consider it. The campaign aimed to:

• Highlight diverse role models and their entrepreneurship stories through a website and social media.
• Deliver a brand image that reflects inclusiveness and diversity.
• Ensure the website provides practical tips, key instructions, and visual data about entrepreneurship.

The primary challenge was the tight timeline, with only a few weeks to design the campaign's brand identity, website, and social media assets while meeting the client's high standards for visual appeal and usability.

From workshops to a cohesive brand

Despite the tight schedule, we conducted two workshops to establish the campaign's brand identity and website features. These workshops explored:

• Brand attributes such as tone, customer focus, and inclusiveness.
• User personas, journey mapping, and essential website functionalities.

Based on the findings from workshops, I took the following steps:

1. I created wireframes with all decisions grounded in workshop data.
2. Following the brand guidelines, I designed the website layout in Sketch. I used Adobe Photoshop for image preparation and Adobe Illustrator to create compelling data visuals.
3. I developed social media assets tailored to maximize the campaign's reach and align with the website's aesthetic.

Additionally, I designed a brand book and a #IStartedThis booklet, which featured role model stories and campaign highlights.

8,000 stories read and new opportunities

The #IStartedThis campaign achieved remarkable success, including:

• Over 8,000 reads of role model stories on the website, meeting the client's goal of engaging users through social media channels.
• Positive feedback on the website's usability and visual appeal.
• Social media assets that resonated with the audience and earned high praise from the client.

As a result of this project's success, Inklusiiv entrusted us with a new project, further solidifying our collaboration. The experience also allowed me to refine my skills in designing under tight deadlines and ensuring impactful results in every aspect of the project.