Comisión Femenil

Overview

The Client

Comision Femenil is an all-volunteer nonprofit organization founded in the early 1970s, during the Chinax movement, as a women’s group dedicated to promoting the success of young Latinas. Comision Femenil recognized the need for expansion into the digital space and wanted to attract a new generation of active members.

The Challenge

Design a responsive website and create marketing materials that will allow Comision Femenil to attract new members, increase donations, and showcase their involvement in the community. Give the organization a facelift that captures their essence by digitizing their logo and brand.

The Outcome

A usable and aesthetically appealing website with a strong brand identity.

Role

Co-Publicity Executive Board Member


Research

Research Goals

During the research phase, a survey was sent out to existing members to gain a greater understanding of their overall experience. This qualitative data collection was a critical element in knowing the direction for creating a strong, concise brand that’s unified across all mediums.

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Research Outcomes

Purpose of the organization

  • Higher education
  • Social justice 
  • Giving back to the community 

Qualities

  • Multigenerational 
  • Professional 
  • Positive community impact 

Aspirations

  • Collaborate with other female-focused organizations
  • More visibility 
  • More membership growth

Personas

Next, I used all of the qualitative data I gathered during the research process to identify two main personas. These two personas are beneficial in sustaining the organization and obtaining new members.

Type A: Teen

  • High school students 
  • Resides in the North East San Fernando Valley 
  • First-generation 
  • GPA is above 3.0
  • Aspires to attend college/university
  • Aspires to make a positive change

Type B: Professionals

  • From the North East San Fernando Valley
  • Attended college/university 
  • Participates in professional female-focused social outings 
  • Highly involved in community engagement 
  • Philanthropic mindset

Website Strategy

Old Website

The old website went through a huge transformation. The new domain was bought and a new CMS (Squarespace) was implemented for this project, making it easier for anyone regardless of technical experience to go in and edit.

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Prototying

I began wireframing with sketches of variations of the landing page and information architecture.  The mid fidelity prototype of the landing page was created in XD. And after several iterations I fleshed out the details of each page with images from their events, typography, color scheme, and etc. 

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The final product has a more user friendly interface, where our content is clear, accessible, and reflects the professional presence of the organization. I invite you to visit www.comisionfemenil.com to get a glimpse of the redesign.


Visual Design

Below are branded materials and content examples that captured the essence and integrity of the organization’s herstory, values and mission.

Business Cards

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Membership brochures

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Programs for the Adelante Mujer Latina Conference

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