SheSays London

I created and executed a brand refresh as design director for SheSays London, and worked on campaigns, social and events. We’ve pivoted our main communication strategy to social first and doubled down on digital campaigns. This resulted in increased brand awareness and a 53% growth in our online following in the first 9 months with zero budget.

Since 2020 until present I have been a committee member of SheSays London.

2019–2020 | Key expertise: Design direction, design lead, art direction, concept, execution, social and digital campaigns, event design

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

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

New design direction and brand book
New design direction and brand book for SheSays London,
as well as partial rebrand of SheSays Global to align our chapters.

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.

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

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

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

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

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)

Katja Alissa Mueller
— design, vision, strategy