Designing for the leading organization helping to amplify the voices of all girls

‘Ready to Lead’ report & landing page

Madeo had the unique opportunity to partner with Girls Leadership and collaborate across design, strategy, and web development to produce a digital report and landing page for their most recent groundbreaking research.

Girls Leadership is a women-led organization that teaches girls to exercise the power of their voice through programs grounded in social emotional learning. When GL began its work nearly 20 years ago, programs were crafted from a body of research conducted by White women, which centered heavily on the experience of White girls. But it became clear from experiences working with diverse girls and communities that this was not the whole story, not an inclusive story; as girls of color are now the majority of K–12 girls in the U.S.

After four years of extensive research, Girls Leadership gathered a new set of data to tell the more complex, nuanced, and intersectional story of the leadership development of girls of color, and Madeo was asked to bring this story to life.

The work began with the design of the digital report, translating their brand, voice, and over 40 pages of accumulated data into a cohesive and clean reading experience. Infographics, graphs, and photography helped illustrate key findings, and ultimately became the inspiration and backbone for the design of the report’s landing page, a critical tool for promoting GL’s new research, and encouraging new and existing audiences to take action.

Homepage redesign

Madeo was also tasked with redesigning the organization’s homepage and other key areas of the site such as the menu and footer, while making additional UI improvements to colors, typography, and more, along the way. With an overall focus on improving audience engagement, and elevating their existing brand to better support their current and future work, we combined both content strategy and design to create more intuitive site entry points for their key audiences and utilized new photography to better illustrate how Girls Leadership empowers strong, resilient girls of all backgrounds.