OVERVIEW
The CFO Leadership Council is a premium professional association for finance leaders. They needed contemporary branding and marketing collateral to reach their target demographic, the modern CFO. Collaborating with the VP of Marketing, I was tasked with figuring out how to integrate regional visuals, messaging, and partnerships into a cohesive national brand identity to drive growth and enrollment.
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DETAILS
Branding
Marketing Suite
Print + Digital Suite
Creative Direction
Date— 2020
Client— The CFO Leadership Council
Team— Kristin Todd / VP of Marketing
Jack McCullough / President & Founder
Functional Web Design To Serve Prospective Members
The homepage content is the frontline of CFOLC’s communication strategy. I was tasked to build a new pipeline on-site that allowed members to discover and download the native member app, as well as revamp the existing landing page to create a destination that tells the full story of membership benefits at the CFO Leadership Council. I took a minimal approach to design for intuitive navigation with clear call-to-actions and accessible information that is easy to find.
Streamlined Native Member Portal To Improve Engagement
The core mission of the organization is to provide a platform for finance executives to collaborate, engage with and share educational content, and to forge new business relationships with peers and sponsors.
The existing platform was underutilized by existing members and deterred new members with the lengthy registration process that increased exit rates. The primary revenue source is membership fees so it was imperative to improve the member’s user journey through this process and redesign the portal—a critical hub of activity.
Marketing Suite—Newsletter, Email Campaign, Presentations, Print & Digital Design
A digital toolkit for the marketing team to use when pitching to potential partners and new members. Focus on promoting chapter events, national educational content, and features on how members have grown their business and career with CFO Leadership Council offerings in regards to CFO Leadership Council services, programs, and support.
OVERVIEW
CXO NOW™ is a membership community of women in executive-suite leadership positions. Members come together in a series of virtual programs to share success stories, address challenges facing women in leadership, and form a supportive network to help each other thrive.
They required a sharp logo to match the cutting edge initiative. I omitted dark purple and black from the original working logo and integrated the CFO Leadership Council’s identity color story and typeface for continuity and brand recognition. The gradient represents connective fluidity while remaining bold and elegant.
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DETAILS
Logo Design
Branding
Date— 2020
Client— Executive Network of Women
Team— Kristin Todd / VP of Marketing
