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A new website for SEEHER: an initiative to accurately portray women and girls in marketing, advertising, media, and entertainment

SeeHer Image and Tagline

The Association of National Advertisers (ANA) reached out to Simpatico to design and build a new website (built on WordPress) for the SEEHER initiative. SEEHER's mission is to accurately portray women and girls in marketing, advertising, media, and entertainment. The site needed to support content for supporters, partner organizations, and member organizations.

If you can see her, you can be her.

History has shown that in times of crisis, the limited progress in gender equality that has been made is at risk of reversal. By decades. SEEHER is an initiative of the ANA (Association of National Advertisers) with an important mission: To accurately portray all women and girls in marketing, advertising, media, and entertainment so they can see themselves as they truly are and in all their potential. The SEEHER team came to Simpatico looking for a partner to redesign and build the initiative’s website,

SeeHer Type and Color Palette Brand

Site organization to enable users to easily find relevant information

Our Discovery sessions with the SEEHER leadership team unearthed our need to serve several audiences: supporters of the movement; media and content partners; and prospective and current member organizations. The site offers a plethora of resources, including gated ones for signed-in members, as well as information about GEM® (the Gender Equality Measure, the first data-driven methodology for identifying gender bias in media). The first part of our engagement involved creating an intuitive site information architecture to not only ensure that users seeking something specific would be able to find it, but also support the user who is merely curious about the initiative and looking to browse content.

SeeHer Website Design Screens
SeeHer Mobile Screen Design HomepageSeeHer Mobile Screen Design GEMSeeHer Mobile Screen Design Initiatives

Leveraging the SeeHer “frame” as a consistent design element

In our conversations with the SEEHER team, we were particularly interested in the importance of having women not just portrayed accurately in front of the camera, but also involved in the creation of accurately portrayed female characters. A core design element in the SEEHER logo, the frame serves as a metaphor that represents how women are framed and how female characters are written. The Simpatico design team used a subtly animating frame throughout the design of the site to communicate this concept.

SeeHer Design Elements UI and Modules

Building the custom WordPress theme

The SEEHER site is built using a custom WordPress theme that leverages Advanced Custom Field Pro’s “flexible content” feature to support our modular design and give the SEEHER team complete control to edit existing content and build new pages. Our work also included building a robust system for approving and managing users, a signup and login flow for members, and a seamless integration that pushes users to MailChimp lists that correspond with their roles.

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