women, wealth and worth
Full Brand Refresh, Social Media Management
I was first connected with Roxana McKinney of Women, Wealth & Worth LLC through a sorority sister who happened to be one of her clients (Roxana is also a Delta Gamma). Originally she was simply looking for someone to help her create some social media graphics to help launch an Instagram page in support of her thriving financial coaching business.
However after getting to know Roxana it was clear that the current iteration of WWW was not representative of who she is. Roxana is warm and feminine and supportive but her branding hewed to a style typical of financial companies. It did little to express the true mission of WWW: to support women in claiming their worth, helping them become financially literate, and tackling gender wage and wealth gaps.
about the client
Women, Wealth and Worth LLC is your trusted advocate on everything related to empowering women on their financial journey to the top. Beyond creating a shame-free, judgement-free zone to help women take control of their money, WWW also provides salary negotiation coaching and helps its clients take steps to eliminate gendered gaps in wages and wealth.
project goals
➵ Create a fresh logo and identity that is more representative of the company and its founder
➵ Build out WWW’s Instagram presence shaped by the new identity and cultivate a following and community of women looking to take charge of their finances
getting started
For the mood board I stuck to bold colors and geometric shapes balanced with more feminine stylistic elements. WWW’s initial brand used both green and gold and these carried over into the new branding but are softened by peaches, pinks, and reds.
final logo and marks
The final logo was built using three overlapping Ws, pulling together the three Ws of the company’s name. In addition to drawing inspiration from the powerful logo of Wonder Woman, the circular shape and border also recall coinage and further ties the design to finance.
Two other sub-marks were created as alternatives, so that the logo could flex to various occasions and spaces.
other assets and social media
This project went beyond just the brand refresh and also included the launch of the @womenwealthandworth Instagram page, meaning that further assets needed to be created to get the account live and continue to build its online presence.
In line with the style of flat illustration Roxana liked and that appeared in the mood board I drew 2 portraits of her to use for specific in-feed content as well as drawings for each of the testimonials from her clients for various social media posts.
As the account’s social media manager I curate and develop weekly content for the account inclusive of both creative and copy, coordinate giveaways and community management, and ensure that the social media continues to speak in Roxana’s voice. At the time of writing, the account is 1 month old and has organically gained 703 followers with continual daily growth. Our posts average a weekly engagement rate of 12.54%, with individual posts receiving engagement rates up to 25%.
