Women and Gender Constituency
Women and Gender Constituency (WGC) is a global feminist coalition recognised by the UNFCCC, bringing together dozens of member organisations and hundreds of advocates working to make gender justice central to climate action. Their work spans policy positions, collective submissions, member-led actions, and resources that support organisers and negotiators year-round.
WGC needed a digital home that could hold that breadth without feeling institutional or opaque—something that welcomed people in quickly, helped time-pressed audiences find what they need, and reflected a movement rooted in care, community, and collective power.
Project Team
Branding: Alaïs de Saint Louvent
UX: Federica Minini
UI + Campaign Assets: Matteo Galletti
WordPress Development: Boshra Mahmoudi
The Challenge
WGC’s audiences are diverse and their needs are very different. Negotiators might arrive looking for a specific policy position. Members might need updates and tools. Journalists and funders often need quick context, fast.
The challenge was to design a brand and website that made the work legible at a glance—while still feeling human, vibrant, and movement-led. It also needed to support day-to-day comms and campaign moments, giving WGC a system they could confidently use across channels.
What We Did
We started by mapping real journeys through the site, prioritising clear signposting and direct routes to key content: briefs, resources, actions, participation, and updates. That IA-first approach meant people could move from first click to the right information with less friction.
On the brand side, we built a system that avoids the “flat NGO” tropes that can make activist work feel distant. The Creative Direction—Collective Roots—grew from a hand-drawn star found in existing WGC materials: a small marker of continuity that we expanded into a unifying motif. It became a way to signal plurality and collective effort: a grounded, handmade identity that still carries authority in policy contexts.
Visually, we paired bright colour with organic shapes to soften dense content, then anchored it with clean layouts, strong typographic hierarchy, and clear calls to action—so the site stays readable, navigable, and accessible even when the information is complex.
To support roll-out beyond the website, we also produced practical collateral that extends the system into everyday communications and campaign moments—helping the identity hold together wherever WGC shows up.
Impact
The new brand and site give WGC a clearer, more confident way to show up—one that reflects the coalition’s values while making it easier for people to participate. By structuring navigation around real audiences, the website supports fast, purposeful journeys for negotiators, members, journalists, and supporters, without forcing everyone through the same entry point.
More broadly, the system strengthens WGC’s capacity to communicate consistently across a year-round programme of advocacy. It creates space for both urgency and care: a platform that can carry serious policy work while still feeling alive, inclusive, and community-powered.
