- What we did
An organization by, for and about women.
As one of the largest organizations for women of its kind in the world, AWM had a problem. Over the years its signature event, the Gracies, had eclipsed the group’s presence. At best, they’d become an adjunct to a powerful brand, but at worst they’d lost their relevance to their constituents — they needed to return to their mission, to be the go-to source for news for women in media.
Refreshed management opened the doors for hard look at what was going wrong and how they might address it. We immediately set to work taking the elements they’d inherited and reconfigured and repositioned them so that AWM was once again the marquis brand. Then we built a site. A great site. A site that reestablished them as an authoritative partner.