Overview
This campaign centred on research into the trends and challenges facing women with 10–25 years of experience in professional services. The findings covered career progression, workplace culture, and the barriers that shape mid-career decisions.
As the main designer, I took a holistic approach in designing the webpage, embedding interactive Ceros elements, and creating the hero animation that became the driving piece of the whole campaign. Visual motifs from the animation were carried through to the webpage and social assets to create consistency.
A key creative decision was using colour and abstract forms to represent the idea of women, deliberately avoiding cliched stock imagery or illustrations that risk stereotyping. The result was a visual identity that felt considered, respectful, and distinctive.
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