Alliance for Feminist Movements
The Alliance for Feminist Movements (AFM) brings together governments, funders, women’s funds, civil society organisations, and grassroots movements to push feminist change forward. Their mission is simple but ambitious: get more money and political backing into the hands of the movements actually doing the work.
We partnered with AFM across brand and web, helping them show up with a clearer, more confident presence that works for a global coalition—credible in institutional spaces, while still rooted in movement energy.
Project Team
Branding: Alaïs de Saint Louvent and Shirin Tawakol
UX/UI: Federica Minini
Tone of Voice and Web Copy: Meghan Mooney
WordPress Development: Nata Sheketa
The Challenge
AFM needed to hold institutional credibility without alienating organisers. The identity had to feel trustworthy and composed at policy tables, without drifting into corporate distance.
They also needed a digital base that supports real use: people finding research, understanding priorities quickly, and connecting across regions and languages.
What We Did
We created a trust-led identity system built around clarity and recognition. Clean typography and bold colour blocks give communications a strong, repeatable structure, while a looping line motif brings movement and direction without adding noise.
We then translated that system into a multilingual web experience designed for discoverability and ease. Simple navigation, search and filtering tools, and responsive layouts make it easier to explore reports and resources and find the right next step.
To support rollout beyond the site, we also created social templates so AFM can show up consistently across platforms and build recognition over time.
Impact
AFM now has a joined-up brand and website that make it easier for people to find the work, trust it, and engage with it.
Key research is easier to discover, routes into action are clearer, and the platform is flexible enough to grow as the coalition evolves—supporting collaboration without losing coherence.
“Studio Lutalica gave us the confidence to ask hard questions and make bold decisions about how we want to appear to the world. During a time when branding and identity seemed like a minor concern, working with Studio Lutalica helped us to understand what we could be and feel more confident to shift and experiment.”
– Nyasha Musandu, Communication Lead
