PromoteHER

sampling of page layouts

Working within the Architecture, Engineering, and Construction (AEC) industry, I have had the opportunity to become familiar with the Zweig Group and their initiatives. One of their annual efforts is empowering women and minority voices within AEC spaces through the ElevateHER program. Through this program, annual cohorts of AEC professionals are formed to collaborate on a unique project to help solve or support a need within the industry.

In 2023, my colleague was selected to be a part of a cohort and I was invited by them to assist their team with necessary marketing materials. The team—titled PromoteHER—had a vision to create a resource dedicated to encouraging women, people of color, and other marginalized voices to advocate for themselves and their promotions within their industries.

I created a logo, a full printed workbook, digital resources, a promotional banner, and a (very) wide format presentation to launch the campaign at the annual conference.

The heart of the project was the workbook. Content came from the cohort, but I was fortunate to have deep creative flexibility with the overall layout. I knew I wanted to design within a heavily restrained color palette, which I balanced with more playful elements such as the career map.

promotional signage used at the conference

The promotional signage needed to be engaging amongst a sea of signage. It was an opportunity to tell the story of the project, highlight the team, and ultimately direct viewers to purchase their own workbook from the Zweig store.

the PromoteHER cohort presenting

This project was one I'll keep reflecting on. I am grateful for the opportunity to have been an "honorary member" of this cohort and support them with these materials. To be able to step outside of the daily brand and to generate something new (especially for a cause that aligns so well with my own heart) was truly a gift.