AllBright

As Design Director at AllBright I helped pivot the business to digital first. I oversaw the direction of a highly-rated members' app in a 5-week turnaround, that led to a 900% membership increase in the first month. Simultaneously I implemented a new creative strategy and design refresh, making sure that the brand develops with the pace of the digital transformation. This resulted in boosting brand recognition and user loyalty over a staged 6-month rollout period. I led the design team as well as digital global marketing communications and social campaigns for increased reach, significantly boosting brand awareness and engagement and putting AllBright on the radar as a design-led business. Not enough? Read on to find about our newsletter redesign sprint, educational academy courses and more.

2020-2021 | Key Expertise: Design direction, leadership, art direction, design management, conceptual and strategic design, team building

Allbright is the world’s largest collective of women in business, established to connect, learn, and inspire across digital and physical spaces. They are driven by the mission to make the world a better place to be a working woman and help people achieve their career ambitions.

New creative strategy and design refresh
To guarantee that the brand develops with the pace of the digital transformation. This boosted brand recognition, awareness and user loyalty over a staged 6-month rollout period, putting AllBright on the radar as a design-led business. The brand book brings together everything from visual identity, to tone of voice, to deep dives into every sub-brand like academy courses, and social or club applications.

Pivoting the business to digital-first
Launched the 1st version of our new product in just 5 weeks across web, iOS and Android. Within 1 month of 1st launch: 900% increase in membership, a 50% conversation rate from trial to member, and MoM revenue growth of more than 25%. In collaboration with Planes. 

Campaigns
Direction for global digital brand campaigns.

Newsletter redesign
Newsletter redesign spanning across 30+ newsletters for UK, US and AUS markets. Created in a two-week strategy and design sprint.

Social Media
Social as organic growth channel and entire feed redesign with evolving design direction. The creation of smart templates to use for non-designers increased turnaround times by 2-3x. Increased audience growth and engagement across all social channels. +50k in one year, combined total of over 100k+ followers across all social channels.

EDIT
Visual overview of our editorial platform where I created, directed and commissioned artwork for various features and partnerships.

AllBright Academy
New video direction and interactive worksheets for AllBright Academy. Featuring a vast range of masterclasses by leading female entrepreneurs.

Katja Alissa Mueller
— design, vision, strategy