Design Leader. Visual Storyteller. Creative Problem Solver.
Design Leader. Visual Storyteller. Creative Problem Solver.
The Becoming Me program was inspired by Michelle Obama’s book Becoming: Adapted for Young Readers. It was designed to help Girl Scouts explore the truth of their own story, learn to effect change, and find the power of their voice. I directed the social media, web, print, email, and digital platform design for a virtual event featuring former First Lady Michelle Obama that led to a combined 120K renewals and new memberships.
As the creative lead on this partnership, my challenge was blending three different visual brands —Michelle Obama’s personal brand, Penguin Random House’s style guide for the book, and the Girl Scouts’ newly launched rebrand. The intent was to show the impact of the Girl Scout program while still enabling these powerful and iconic partners to shine through in all promotional and program materials.
The first design task was to develop a color palette that would be specific to the collateral we create for the initiative, inspired by the palette supplied by Dellacorte Press (Random House’s children’s imprint) and in a similar realm of hues.
The former First Lady warmly engaged in conversation with Girl Scouts, offering valuable insights on achieving success and making a positive impact on the world. The share on Michelle Obama’s official Facebook page garnered 266K views bringing a significant attention to the Girl Scout mission.
All program materials—including organic and paid social assets, web banners, and print materials—upheld a consistent and recognizable visual identity for the branded initiative. This was maintained with the integration of approved imagery from Michelle’s team, GSUSA’s image library, and the combination of both.