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YaleWomen Case Study

Case Study: YaleWomen

Creating the Digital Network of Women of Yale

Acting as an organized network, YaleWomen is committed to making a more just world by its dedicated efforts to embody and employ its shared values of inclusiveness, compassion, learning, equality, integrity and excellence, and an alma mater enriched by greater participation and contributions.

As a new organization, YaleWomen needed to quickly establish a brand that captures its vision, capitalizes on its ties with the university, distinguishes it from other affinity groups and causes, and reflects the diversity of women it serves. It also needed a communication platform which promotes the community and unites its leadership, its chapters, and the individuals who are essential to YaleWomen’s success.

Develop a logo for YaleWomen which leverages its Yale heritage but also adds an element of femininity. Establish the brand identity by putting under one umbrella a community that encompasses famous women alums, accomplished alums that have gone unheralded and fellow friends and graduates. Capitalize on the Reunion—only 3 weeks away—to launch the brand and ignite the brand virally by focusing on a mobile design and communications strategy.

The new logo superimposes the iconic block “Y” used by Yale Athletics with a cursive “W” in a lighter blue extending to the right, thus introducing feminine energy that breaks boundaries. The launch website introduces brand logo, tagline and personality and uses responsive design for optimum usability on mobile devices during reunions and other social gatherings. Images of Yale women at work, on campus and at events showcase the diversity of women, their ambitions and accomplishments. Develop infrastructure and integrate an email platform so that Leadership can manage member contact with chapters and encourage participation. Incorporate event module into site to inform the community about current events, track RSVPs, and inspire community to organize.