About
Advancing Women in Investing (AWI) is a collaborative network of first-time and emerging female managers dedicated to frontier and emerging markets. This network fosters mutual support among its members, enabling them to share insights, co-invest, and raise capital
We recognized that AWI’s dedication to empowering emerging female managers in frontier and emerging markets mirrored our own passion for fostering diversity and inclusivity. This common ground enabled us to approach the project with a genuine sense of purpose and collaboration together.
The Challenge
AWI faced the challenge of making their organization stand out online. They needed a cohesive brand identity and effective communication of their mission. This required a unified brand strategy and visual identity that resonated with their audience. Additionally, they needed a robust portal to facilitate member engagement and support, custom merchandise, a comprehensive brand look book, and a strategic social media plan to enhance their visibility and impact.
The Solution
Our solution followed a clear, step-by-step process. We began by creating a strategic brand framework that defined AWI’s mission and values. As part of this work, we developed the name PathFunder for their Track Record Facility, a name chosen to reflect credibility, innovation, and the spirit of paving new paths for their investment managers.
With the brand foundations in place, we translated them into a distinctive visual identity that included a custom logo, color palette, patterns, and supporting elements to express professionalism and forward thinking. Next, we designed and developed an intuitive landing page and online portal to give members a central hub to connect, share insights, and access resources tailored to their needs. We then produced custom merchandise designs that reflected the brand and offered stylish, practical items to strengthen loyalty and visibility.
To ensure consistent brand expression, we created a comprehensive look book documenting the visual identity, brand story, and key messages. Finally, we implemented a strategic social media plan—covering content creation, scheduling, and engagement tactics—to amplify AWI’s message and build a vibrant online community.
The Results
Stronger Brand Identity
AWI’s new brand identity reflected its mission and values, creating a strong and cohesive online presence that resonated with their audience.
Enhanced Member Engagement
The engaging online portal facilitated seamless member interactions and resource sharing, significantly enhancing overall engagement
Increased Visibility and Traffic
The strategic social media plan and improved SEO efforts led to higher organic traffic, improved search engine rankings, and increased online visibility.
Boosted Community and Loyalty
The custom merchandise design and comprehensive brand lookbook fostered a sense of community among members.