WACL — A new website for a centenary year — Brand Ethos

WACL | Women in Advertising and Communications Leadership

Driving gender equality
WACL is a club of over 250 members, made up of the most senior female leaders in advertising and communications.

For nearly 100 years it has been a place where female leaders can come together for mutual support and inspiration. As its centenary approaches, WACL’s mission to accelerate gender equality in the industry means it also addresses contemporary workplace issues.

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From supper club to super club

In 1923, the then The Women’s Advertising Club of London was set up to represent the interests of women in a relatively fledging but male-dominated profession. At the time, men and women couldn’t come together socially to discuss sector issues and advancements. So, a few women gathered arms and created their own supper club, with an annual subscription of one guinea, to support and celebrate women working across the advertising industry.

Taking WACL into the next centenary

Today WACL is run by a rotating volunteer leadership team, led this year by president, ITV’s Kate Waters.

The current team has been leading a review into the club’s communications including its website. They approached female-led digital strategy and web development agency A : F Digital to build a new accessible and responsive website, one that would meet the changing needs of the club and be ready for the forthcoming centenary celebrations.

Working with A : F Digital as their design partner, we hosted online workshops to rethink the website’s purpose, structure and UX. We factored in the newly updated brand identity by Joint, ensuring it complied with modern web accessibility standards.

“Designer Karen Davison updated and extended the WACL colour palette so that it’s accessible and can be used in multiple ways across the site. The combination of simple angled lines taken from the logo’s W, photos of inspiring speakers and events, along with subtle movement added by the A : F development team, proves that, on this site, less really is more.”   Lisa Cromer, design director at Brand Ethos.

With every website we create we provide comprehensive training on the content management system. Our brief was to make this as easy as possible for WACL’s busy volunteers, and or training videos proved just the ticket. We also created SEO templates to help WACL feature prominently in online searches.

Visit WACL’s site at https://wacl.info/