When WIN started as an annual summit, the name and website made perfect sense. But over my tenure, the organization evolved into something much bigger: training programs for teams, coaching for individuals, year-round events, and a growing community and content engine. The problem was that our digital front door still told a single story, “the summit,” even as our offerings expanded.
As Acting Head of Operations, I led a brand and website redesign to bring our digital presence back into alignment with what WIN had become. My goal was simple: keep what made WIN recognizable, but make it feel more elevated, more sophisticated, and more “real.” Not aspirational in a glossy way, but credible in a lived experience way.
I workshopped the brand architecture, redesigned the user journey, and designed and built a new home at winwoman.com. The site kept our original aesthetic, but presented it with more depth and confidence. Darker tones became the anchor, with light pink used as a secondary accent. We moved away from illustration-heavy pages and brought in real imagery from our events, so the brand felt lived-in, credible, and human.
On the content side, I rewrote key pages to clarify our positioning and make the offerings easier to understand quickly, with a stronger SEO foundation so the site could support growth long-term. The result was a clearer front door for WIN: a brand experience that matched the depth of the programs behind it and reflected WIN as an authority, not just an event.
