What Women Want 2.0Representing the voices of over
10,000 British Women

As the Director of What Women Want 2.0, a team of volunteers and I worked with the incredibly talented UnitedUs team to achieve a publication and online presence which spoke to women’s power, tenacity and multilayered experience of life in the United Kingdom.

Priscilla Mensah, Campaign Director

What Women Want report brand and design

From New Zealand to New York, the newly branded What Women Want 2.0 provoked a global conversation around the progress – or lack thereof – of women as defined by their own experiences over the past twenty years. The project draws inspiration from the original 1996 campaign – conducted by Anita Roddic (Founder, Body Shop) and Sue Tibbals (CEO, Sheila McKechnie Foundation) – which asked women to answer the simple question, “What do you want?” on a postcard. Offering a unique space for 10,000 women to speak in their own terms, and in their own words, the results were used to carve out a new conversation around “women’s issues” in British Politics. Twenty years on a new generation of feminist volunteers embarked on research to identify the distance travelled – and the road still not taken on many issues close to women’s hearts in the UK.

10,000

female respondents

What Women Want sticker illustration

June Eric-Udorie illustrated by Bryony Loveridge

The new brand needed to pay testament to the original report, the 10,000 new respondents, and the nine high profile female experts who wrote the essays which emerged from the data. Not to mention, the report also had to serve as a historical record of women’s rights, which would be delivered to parliament, in order to engage influential British politicians in the political and cultural implications of the presented findings.

When researching for the design of the report, we had ample material from which to gain inspiration; from protest posters to radical feminist co-working spaces like The Wing. We wanted to create a visual identity for the report that would demand the attention and consideration of our British MPs in the hope that the contents of the report can continue to influence future policies in the same way that the 1996 report did. In the knowledge that if What Women Want 2.0 was going to have a legacy as a cultural benchmark for the voices of British women, it needed to be the embodiment of the values it stood for: intersectional, inclusive feminism. We knew the design had to strike the balance of academic and accessible, to echo the diversity of its own correspondents. By juxtaposing bold capitalised typography, with hand drawn elements – the design demonstrated that although our voice is loud, this is a space for everyone to share their individuality and experiences. To take this concept further, we worked with nine incredible, British, female illustrators who represented a diverse range of visual styles – an alliteration of the voices throughout the report.

What Women Want report launch event
Equality, Justice, Tampon Tax, Safety, Pay, Childcare

83,000

tweets

What Women Want social media asset design

The new brand needed to pay testament to the original report, the 10,000 new respondents, and the nine high profile female experts who wrote the essays which emerged from the data. Not to mention, the report also had to serve as a historical record of women’s rights, which would be delivered to parliament, in order to engage influential British politicians in the political and cultural implications of the presented findings.

650 MPs

engaged

What Women Want poster design

The report, website and accompanying materials were just out of this world to put it simply. Attendees at our event in Parliament were just blown away by the modern, bold and fresh look of the publication and so were we as a team.

Priscilla Mensah, Campaign Director

WWW 2.0

Deliverables:

  • Print collateral
  • Copywriting
  • Visual identity
  • Digital marketing
  • Web development
  • Film
  • Illustration
  • Business strategy
  • Campaign Strategy

Sectors:

  • Charity

Location:

  • UK