For this campaign, I was tasked with introducing a new color to the company palette specifically for use in this global observance. I did extensive due diligence in regards to brand fidelity, accessibility and cultural contexts to arrive at the incorporation of a brand new, brand-compliant purple color. This really elevated materials surrounding the observance and created clearly defined guardrails on when and where to use the new color for International Women’s Day. The expanded campaign included the creation of custom illustrations for the event, social templates, email banners and more.