Offers career coaching and other resources to working mothers in Spain.
(1) Moms feel misrepresented by brands.
(2) Moms struggle with having a healthy balance while working and being a mom.
(1) Develop a brand that accurately represents the modern day mom.
(2) Connect moms with a support system and educational resources (bootcamp) that will help them navigate being an working mom
(3) In collaboration with marketing manager, create content design to help grow their platform.
(4) Design and develop their website
Moms feel brands misrepresent them and often are sexist.
Many women struggle returning to work after having a child.
Many continue to struggle with maintaining a balanced work + mom life.
(1) In order to not continue the cycle of perpetuating sexist/stereotypical representation of moms, I focused on the traits I wanted WLM to encompass that all moms have in common such as: Resilience and Strength. This guided me in design decisions such as the primary color being red.
(2) The photography, graphics, and illustrations were all created and designed to elicit emotions of community, strength, determination, and resilience. I used bright colors and included a large diversity of moms to represent.
(3)Being a new brand, that was also offering a relatively new service, I knew that the site had to successfully bring attention to the problems working moms face, the idea that moms really can have it all, and how WLM will set up your professional life for success.
This was an extremely rewarding project, I got the opportunity to learn a lot about moms and their relationship with the work force. When users come across WLM and interact with the brand they feel uplifted, heard, and empowered. To achieve an accurate representation of such a diverse group of women was a huge achievement for me as a designer and researcher.
WorkLife Moms is based in Spain, therefore the primary language was actually in Spanish! This was a really cool opportunity to learn how to consider information architecture and site flow when the entire site is in another language. Thankfully I had the founders who were able to help check and ensure I was translating everything accurately.
