Assignment

In 2000, while a freshman at Harvard University, Lindsay Hyde founded the student group SWSG in response to her college community’s request for female mentors. In its first year, SWSG engaged six women to mentor 30 girls. Since then the program has grown to become a national organization that strives to support positive mentoring relationships between college women and pre-adolescent girls in underserved communities. SWSG hired LMD Designs to expand the brand story through color and imagery. and transform the website into a vibrant, authentic and engaging interactive experience, that would appeal to multiple generations and cultures throughout the country.

• Collaborate with Y&R and SWSG National President Haviva Kohl to develop a multi page interactive website that would allow individual locations to manage components of their own messaging, events, fundraising initiatives and donations
  

• Create a comprehensive visual system based on the logo and color scheme
  

• Develop infographic slides reflecting the new SWSG brand

• Develop a means of tailoring the look and content for specific communities through a series of flexible mini sites that can expand as cities join SWSG
  

• Provide creative direction for a national photoshoot by Dawn Hartman
  

• Integrate and stream social media to help Millennials have a more engaging role

• Transformation of the website from a lackluster pink and gray to a colorful, vibrant experience significantly increased awareness of SWSG

• The site has attracted 30% more users and
  brought in more donations

• SWSG has established itself in the communities
  it serves and expanded outreach to more
  program locations

• The website’s location-based mini sites have become the primary means of interacting
  with young local users and an active hub
  where Millennials go to connect

• There are now SWSG girls who participated in the program in elementary school, college and are now mentoring youth in the very same communities they came from