SheSays London

Only 16% of Creative Directors are women. SheSays helps to change that.

I created and executed a global 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 increased brand awareness and led to 53% growth in our online following in the first nine months with zero budget.

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

Role: Design Director / pro-bono
2019–2020

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

Repeated SheSays logos

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

New social-first strategy

iPhone with SheSays feed overview on instagram

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.

Brand refresh

Nine pages of SheSays brand guidelines

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.

Campaign: ShareBaby

Laptop showing ShareBaby landing page and campaign sticker
Six logos of UK publications that featured our campaign

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.

Events

Three graphical event invitation designs for SheSays

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

New digital look

One ipad with SheSays landing page, one ipad with latest news

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

Instagram campaign: SheDoes

iPhone and six posts with instagram campaign showing furniture

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

Instagram campaign: mental health awareness week

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.

New look for instagram stories for live events

iPhone and five screens with visuals for SheSays event on instagram

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

Based in London.
© Katja Alissa Mueller, forever

Based in London.
© 2019, Katja Alissa Mueller

Based in London.
© 2019, Katja Alissa Mueller