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.

Allbright_Brand Guidelines_Katja Alissa Mueller

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.


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

Visual direction for global brand campaigns.

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

Based in London.
© Katja Alissa Mueller, forever

Based in London.
© 2019, Katja Alissa Mueller

Based in London.
© 2019, Katja Alissa Mueller