Bretton Woods Institute
for Strategic Leadership
html/css
framer
figma
This is an overhaul rebrand project for an established non partisan, non profit organization focused on revitalizing US soft power, strengthening alliances, and countering adversaries.
Formerly known as Institute for American Leadership, I joined the team as Lead Designer just as the organization was breaking away from their former parent organization. The ask was complicated, we wanted a brand that was familiar to those who knew Institute for American Leadership, but stood very much apart from their former group. I worked with an expert Marketing Consultant, reporting to the Executive Director in order to realize this vision.
I also put together some more static applications of this data gathering product, also using HTML + CSS.
We tested several designs against one another to gauge the effectiveness of imagery and screen coverage.
For this brand, we found that a smaller modal with seasonal imagery produced the highest submit rate and gave the client the greatest sense of control over product and strategy.
Finally, I also mocked up a suite of branded, high-intent marketing email, implementing best practices proven to drives users back to their previous purchasing journeys. These emails were optimized for accessibility by using all live text and limiting links and file sizes to avoid clipping by ESPs. The live emails were built by a team of email engineers.
