2020
SeeHer
A digital home for the initiative to accurately portray women in advertising, media, and entertainment.
SeeHer is an initiative of the Association of National Advertisers whose mission is to ensure the accurate portrayal of all women and girls to achieve gender equality and drive business growth in the global marketing and media ecosystem.
The SeeHer homepage landing.
The (re)Frame as a Design Element
Derived from the SeeHer logo, the frame became a central design element in the website's visual language, acting as a metaphor for reframing the portrayal of women in marketing and media.
Subtly incorporated throughout the content blocks, these frames not only allude to the brand narrative but help create visually cohesive page layouts.
Featured pages from the SeeHer website.
Featured pages from the SeeHer website at mobile breakpoint.
A Thoughtful and Flexible Web Design Process
As with any other creative project, the SeeHer website began with extensive discovery with the SeeHer team to get a clear understanding of the brand. Following up with a deep-dive into website requirements, we identified content requirements, use cases for content creators, and required functionality.
This initial phase of discovery yielded a complete site map as well as detailed, low-fidelity wireframes for the SeeHer website.
Wireframes for featured pages for the SeeHer website.
Wireframes for additional featured pages for the SeeHer website.
With site map and wireframe approvals, the web design process enters the high-fidelity design phase, followed by development handoff. During design, each content block and page outlined in the wireframes is designed for optimal user experience, content clarity, and consistent branding.
For development handoff, each design component is provided with versions for breakpoints, interaction outlines, and detailed functionality requirements.
Sample content requirements.
Featured content blocks.
