SCOPE
Art direction
Creative strategy
Social impact campaign
Design system
Accessibility analyst
International Women in Engineering Day, celebrated on June 23, highlights women’s achievements in engineering, encourages more females to pursue a career in engineering, and promote diversity within the profession. Collaborating with social media managers, I celebrated Microsoft women engineers by sharing their stories, connecting the brand personally with their audience.
DIRECTION
I created the art direction for this campaign to be lighthearted and youthful, using fun textures and organic shapes. Social listening research showed female engineers are often seen as stiff and their jobs as dull. Inspired by interviews, I aimed to inspire young women by combining education with a touch of whimsy. I used paper textures, organic patterns, shapes, and dashed lines to show connection through peer support.
OUTCOME
To build on the excitement, we expanded the scope by creating a LinkedIn article with experiences from women engineers, growing the channel’s social reach and building a healthy community.
Our campaign achieved a 900% increase in engagement rate, based on the tech industry’s benchmark on Instagram.
