AllBright

Design Direction for Allbright – a global members’ club and springboard for smart-minded women at all ages and stages – across their entire brand universe: from club creative, social media, events, academy courses to bespoke digital membership offerings.

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

AllBright is driven by the mission to make the world a better place to be a working woman and help women everywhere achieve their career ambitions.

Over the course of a year, I created a new design direction and worked closely with the core team to shift a vast brand offering into digital-first. I oversaw the visual direction of the new company website and implemented a redesign of all company newsletters in a two-week sprint.

I introduced a new visual eloquence for all sub-brands, developed an organically evolving design direction for social media, and led the visual direction for global brand campaigns.
I transformed and mentored an in-house design department, commissioned external freelancers, artists and creatives.

New design direction and brand book
The brand book brings together colours, typography, logos, photography direction, film template direction and others. It also includes a deep dive into every subbrand and its bespoke colourways and rules.

Newsletter redesign
Created in a two-week design sprint.

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

Social Media
Organically evolving design direction for social media with a focus on Instagram.

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

Campaigns
Visual direction for global brand campaigns.

Katja Alissa Mueller — Head of Brand & Design helping ambitious purpose-led businesses thrive through design, vision and strategy.