SheSays London

Only 18% of Creative Directors are women*. SheSays helps to change that.

From 2020 until the present, I have been a committee member of SheSays London and working pro-bono as a creative director on campaigns, initiatives, and other projects.

From 2019-2020 as design director for SheSays London, I created and executed a global brand refresh and worked on campaigns, social media, and events. We’ve pivoted our main communication strategy to social first and doubled down on digital campaigns. This increased brand awareness and led to a 53% growth in our online following in the first nine months with zero budget.

Role: Design Director: 2019–2020
Committee member: 2020-present
Campaign specific creative director: 2024

Key expertise: Creative Direction, Design Direction, Conceptual Development, Social Campaigns, Event Design

*D&AD Festival 2024

SheSays is an award-winning global non-profit organisation focused on the engagement, education and advancement of women and non-binary creatives.

Rework the Future Campaign

Today's workplace is not fit for purpose. Inclusivity, diversity, flexibility, and transparency aren't at the levels we need them to be if we're to offer equal opportunities for all. Our campaign, 'Rework the Future', is here to change the landscape.
Creative direction and management of our one-month nationwide digital and OOH campaign, achieving an impressive 28M OOH impressions. We covered 200+ billboards in collaboration with JCDecaux and run an online poll to co-create a manifesto for change to have a better future of work.

New social-first strategy

Implementation of a new Instagram-first social strategy.
This created a clear content hub with advice and insights
for our London chapter.
2019-2020

Global brand refresh

New design direction and brand book
New design direction and brand book for SheSays London,
and a partial rebrand of SheSays Global to align our chapters.
2019-2020

Campaign: ShareBaby. For shared parental leave.

Social campaign, creative lead and concept: #ShareBaby
The UK has a low uptake of shared parental leave by fathers despite its introduction in 2015. This perpetuates negative stereotypes for working women and widens the gender pay gap. By encouraging fathers to take parental leave, we aimed to close the gender pay gap and create a more equal society.
At the core was a pledge encouraging people to push their companies to change their parental leave and pay policies. We implemented compelling social content and strategic PR to challenge prevailing norms. Through facts and tips, we helped parents navigate what they are entitled to and how to ask for it. The national media picked up the campaign and helped significantly to spread the message of encouragement for fathers to take shared parental leave.
2019

Inspiring IRL and digital events

Selection of event invitations
New event design and strategy that enabled more women to attend our events, either IRL or digitally.
2019-2020

New digital look

Design consultant for our global website redesign.
Creating a home for our 70k members in over 55 cities. Designed by SoBold, London.
2020

Instagram campaign: SheDoes

She Does
Concept and design campaign aimed at celebrating the talent within our community and helping them reach a wider audience.
2019-2020

Instagram campaign: mental health awareness week

Campaign: Mental Health Awareness Week
Concept and design of a 7-day social campaign on Instagram stories to engage our community to help end the stigma surrounding mental health issues in the creative industries.
2019-2020

New look for instagram stories for live events

Live coverage on Instagram stories
With events selling out fast, live coverage on Instagram stories enables our members to access the best and most useful shared knowledge remotely. (Concept & Design)
2019-2020

K — design, leadership, vision, strategy