ALLBRIGHT

AllBright

I joined AllBright as Chief Creative & Content Officer. For those that don’t know AllBright, it is a mission led business trying to change the narrative for women at work. Why? because only 2% of investment goes to female founded start-ups. Because only 6% of the Fortune CEO’s are women. Because There was only one women in the Forbes Most Innovative List (2019).

Because change needs to happen. And you know what, it isn’t going to happen by itself.

AllBright’s approach to doing this had many prongs. There were members clubs in London and L.A (the pandemic put a stop to NY, DC and India), there is the AllBright Academy delivering different syllabus from impressive female leaders and experts in both hard and soft skills. There is a digital membership app allowing communities around the world to come together. There are numerous content offerings including a print magazine, a podcast, a digital content platform, digital and IRL cultural programming and, of course social!

Rebrand

When I joined AllBright the brand world was very disconnected. You would go to one of their impeccably designed clubs and you got the essence of the brand. But if you took a step further out and the physical and digital branding didn’t have that same elevated feel. It didn’t say aspirational and kick-ass at the same time. It didn’t have the essence of the community that was growing in the clubs.

So, I worked on a visual identity and tone of voice rehaul. We started with the overall brand. Evolving the colours, the fonts and giving it this circular motif that pulled in the essence of community, giving forward and giving back.

We made the tone of voice, smarter, wittier, punchier. Basically, we reflected how the smart-minded women in the community talk, write and what they actually want to read.

From there, we developed out all the different sub brands to create a brand system that all ladders up to the main brand. We then executed this across all channels - redesigning the website, the newsletter, using this to create the digital membership app and layering it into content franchises too.

It was a huge job as the brand offering is vast, but the brand now has more recognisability and ownability. And, it just feels way more elevated and premium. See more below.

Content Strategy

Content really was king at AllBright. So, I was in my element.

I launched a digital content offering called The Edit (see more below). Our mission was to create content dedicated to helping women tackle, change and overcome issues (big and small) and celebrate triumphs. We wanted to arm women around the world with the knowledge they need and give them a springboard to achieve their every ambition. We published daily with a smart clipped tone of voice and a visual identity that was like nothing else. I was particularly proud of the visual identity as it felt like nothing else.

The Academy was a big part of the AllBright offering. Previously there had been three courses in The Academy - One for entrepreneurs, one for women in business and one for freelancers. We were seeing a change in user behaviour during the pandemic and these courses no longer fit how people were identifying themselves. So, we changed to creating our “All Star” courses - using our membership data to drive the topics and then some short form ‘snackable’ courses focusing on inspiration including formats like “The Best Mistake I Ever Made” and utility driven formats like “Understanding x” where we covered everything from cash flows to fundraising via negotiation with leading experts in their field.

I also reimagined all of the social content amping up an IG live strategy during lockdown, ran the podcast, oversaw the magazine and all of the cultural content - online and in the clubs.

Campaigns

We had a lot to communicate at any given time. During the pandemic, we pivoted on a pin to get our MVP for our digital membership out there - and then we had aggressive growth figures to hit. Which was a challenge as it was behind a paywall in a world where everything else was free. We created numerous campaigns all focused on different elements and offerings within the product. The strategy was generally communicating functionality and product offerings with a bit of using our talent we had in the Academy to drive recognisability.

I did, however, manage to do one more narrative focused campaign. Like all good productions in lock down, it was scrappy. The campaign, ‘We are all women’ was to be an inspiring piece around women can be, and are, everything. We are astronauts, but can also be mothers. We are the rulers and the bosses, but we are also dreamers. I worked with a copywriter to get the script locked down and then called on people far and wide to record this ‘poem’ on their phone and send it to me. We wanted to ensure we had diversity of voices given this was to go out across both of our markets - UK and US. We then used footage we had and sourced a bit of stock photography to cobble together a short campaign to drive awareness of our mission. I really wanted to make a campaign called ‘Choose AllBright’ changing the words to the infamous script from Trainspotting. Alas, it wasn’t to be. But I WILL make this one day. Some campaigns below.