Workhorse. Brands that help experts execute.

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Brand & Identity

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Brand Guidelines

#brand-guidelinesApril 2018 launch · system in production through Dec 2019

The April 2018 NWHM Social Visual Rebrand. A structured-but-adaptable visual system built across all social touchpoints. GT Super Display + GT America Compressed type stack, an abbreviated palette pulled from womenshistory.org (NWHM Reds + NWHM Purples), a base grid, and a vocabulary of secondary elements (dot strips, a circular wordmark, line and border framing) that flexed across every content slot.

document · April 2018. 32-page system: strategy recap, visual direction, grid, color, type, secondary elements, application across BIO / FEATURE / HOLIDAY / ON THIS DAY / QUOTE / EXHIBIT / STAT / CAMPAIGN.NWHM Social Visual Rebrand · master deck
document · Single-page reference summarizing the system for the in-house team.NWHM Social Style Guide · one-sheet

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Systems

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Content Systems

#content-systemsQ1 2019 reset · in production through Q4 2019

The 2019 strategy reset. A peer benchmark against four museums set the bar. A ten-question measurement framework set the language. A quarterly campaign cadence (Women's History in Q1, Faces of American Heritage in Q2, Journey to the Vote in Q3, Year-End Giving in Q4) set the production calendar. Volume came down 20%; mission content went from 10% of the mix to 50%.

document · April 2018. Peer benchmark across NWHM, NMWA, NMAAHC, NMAH, Holocaust Museum, Mount Vernon, Museum of the Bible. Ten-question measurement framework. Success-action ladders for Facebook and Instagram.NWHM Social Metrics · 2018 framework deck
document · Quarterly cadence, 20% volume reduction, mission content lift from 10% to 50%, per-platform mix (FB 20/mo, IG 18/mo, Twitter 8-10/mo).2019 Revised Scope · content + process
document · Eight-month read across the three channels. 22.9m impressions, 641.4k engagements, 17.1k new fans, 29.2k link clicks.Sprout Social YTD Performance Report · Aug 2018

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Photography & Film

1 discipline

Video & Motion

#video-motionAs-needed · IWD anchor March 2019

A short slate of motion pieces produced inside the program. The International Women's Day 2019 anchor video, plus boosted Facebook video that ran 92,700 total views in 2018 (79% paid) against a mix of historical narrative cuts and campaign teasers.

film · Anchor motion piece for the WHM month / IWD push in March 2019.International Women's Day · 2019 anchor video ↗

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Marketing & Social

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Social Media Design

#social-media-designMonthly · Jan 2018 through Dec 2019

Monthly content production across Facebook, Instagram, and Twitter, spanning eight slot types: BIO, FEATURE, HOLIDAY, ON THIS DAY, QUOTE, EXHIBIT, STAT, and CAMPAIGN. Each post designed in three crops (1:1 feed, 1200x628 link, Twitter), each slot tied back to the rebrand system.

production · Aug 2018 through Jun 2019. Each monthly drop included delivered files for FB, IG, and Twitter across the eight slot types.Monthly content drops · 1808 through 1906
document · BIO · FEATURE · HOLIDAY · ON THIS DAY · QUOTE · EXHIBIT · STAT · CAMPAIGN. Each carries a distinct visual treatment inside the rebrand system.Slot vocabulary · 8 types

Social Media Management

#social-media-managementContinuous · April 2018 through Dec 2019

Day-to-day account management for @womenshistory across the three channels: editorial calendar, copywriting, posting cadence, community response (22,000+ inbound messages received YTD 2018), boosted-post planning, and weekly performance check-ins with the in-house team.

document · The working source-of-truth for the program. Quarterly themes layered over monthly heritage observances, holidays, and museum events.Editorial calendar · monthly + quarterly
document · Daily comment + DM triage across FB, IG, and Twitter. 22,000+ inbound messages handled in 2018 alone, with response loops during gala weeks and campaign launches.Community response · DM + comment ops
document · Monthly performance pulls plus a deeper YTD review. Top posts surfaced for repurposing; underperforming slot types pruned in the 2019 reset.Performance reporting · Sprout Social monthly

Campaign Creative

#campaign-creativeRecurring · 2018 through 2019

Six anchor campaigns ran out of the program. Two fundraising (Help Us Build It and Year-End Giving), one celebrity-led tee partnership (Omaze "Woman: definition"), one moment campaign for International Women's Day, one civic-history series (19th Amendment / Where Are the Women?), and one annual institutional moment (Women Making History Awards Gala, DC + LA editions).

campaign · The fundraising case for the museum itself. "Without women, history is only half-told." "2020. It is time to build it." Ran across social as a recurring mission-content thread, anchored by an outlined master lockup.Help Us Build It / 2020
campaign · Nov 13 to Dec 11, 2018. One weekly post per platform, no paid budget. Drove $620 in direct donations and 222 link clicks. Proof that social could move money for a pre-building museum.Year-End Giving 2018
campaign · Annual GT campaign assets: Amelia Earhart, Wilma Rudolph, Women in the Navy, Juliette Gordon Low. Square + Twitter cuts.Giving Tuesday
campaign · Celebrity tee partnership with Omaze. Single share + round-up of celebrity reposts across the IWD week. Mockup file (light grey body, three-color pull-quote) is preserved.Omaze · Woman: definition tee
campaign · Creating a Female Political Culture / Standing Up for Change / Ratification. The Aug 2018 Ratification post hit 184,100 reach, one of the year's top posts on Facebook. Carried into Q3 2019 as Journey to the Vote.19th Amendment series · 2018 + 2019
campaign · Annual institutional moment. Live-day social content covering honorees, host, step-and-repeat, and follow-up quote rolls in the days after.Women Making History Awards Gala · DC + LA