Women in Science with Excellence (WISE)
WISE is an initiative of BioHouston that is dedicated to advancing women in science, technology, engineering, and mathematics (STEM). By celebrating exceptional women in technical disciplines, WISE connects women of all ages to a support network and inspires girls to turn budding interest in STEM into a lifelong passion.
BioHouston approached Amuse to create branding and raise awareness for their new cause. At the time, the sole element of the initiative was their annual luncheon. Their goal was to create programs to facilitate interactions with true female pioneers, giving young women inspiration and essential resources to abolish barriers and actualize their dreams in male-dominated fields. BioHouston needed a brand: a distinct presence that would allow the initiative to stand on its own while still aligning with BioHouston’s overall charter.
Strategy & Implementation
First, we worked together with BioHouston to come up with a name – a distinct and meaningful spearhead to the brand initiative. This is how WISE was born. To further develop their organization, Amuse then prioritized the creation of three branding elements: a logo, a website, and a video campaign.
After creating a simple, but impactful logo, we modeled a website after it to complete the brand experience. It became a central destination to communicate event information, showcase honorees, and recognize sponsors. We also shot a video series to give WISE honorees a medium to share their stories.
The WISE logo is a simple blue particle, symbolizing the power of the individual to effect change through STEM. Amuse chose a blue that is light, airy, and approachable.
As a non-profit benefiting an under-served demographic, WISE needed to speak to young female participants, corporate donors funding the program, and inspirational female mentors.
Honoring extraordinary female STEM professionals with full bios on the webpage served to inspire young women and provide additional publicity to drive corporate donations.
The series of videos allowed professional honorees to share their motivational life stories. WISE spreads their inspiring messages to young women around the world.
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