The financial sector has historically struggled to serve women in the same ways they are able to cater to men. Many solutions aim to ‘level women up,’ instead of meeting where they are. We created a campaign and event for financial sector leaders that spotlighted the unique behaviors that had often gone unacknowledged. The narrative invited the financial sector to ‘design for her power’—to create services and digital tools that build off of the ways in which women take the lead, rather than fall behind. Changing the story around women's behaviors opened up an expanse of creative possibilities and solutions.

The Gates Foundation x IDEO.org
Writer + AD