Expanding the reach of a global movement for women
Our Role:
- Research,
- Digital Strategy,
- Content Strategy,
- UX/UI Design,
- Design Systems,
- Copywriting,
- Full-Stack Engineering,
- SEO/AEO,
- Accessibility
For more than a decade, Lean In has empowered women, allies, and companies to build more equitable workplaces through research, community, and practical action. As its global movement expanded, so did the opportunity to help more people find their path into it. By transforming the site into an engine for participation through clearer pathways, compelling storytelling, impactful visuals, and progressive disclosure, we positioned Lean In for its next chapter of growth, empowerment, and change.
Discover. Connect. Lead.
Through interviews with stakeholders and community members, we discovered that creating the right content wasn't the challenge. The opportunity was making Lean In's expertise feel more inviting, more personal, and easier to act on.
We redefined the navigation, nomenclature, user journeys, and content strategy to guide every audience toward the programs, research, and community most relevant to them—while giving users the flexibility to explore on their own terms.
Connecting through community
Lean In Circles help members earn promotions and raises at twice the rate of the general population by bringing women together to build leadership skills, pursue their goals, and support one another along the way.
We created a clearer path into the program, making it easier for women to discover, join, and build communities that turn Lean In's research into lasting action.
Making it easier for companies to Lean In
Organizations come to Lean In with different needs and levels of readiness. We redesigned the experience to reflect the breadth of Lean In's workplace programs, making it easy to engage in the way that works best for each organization, from self-guided resources to strategic partnerships that drive change at scale.
Teaching girls to step into their power
Lean In Girls introduces confidence and leadership at one of life's most formative moments. Our opportunity was to make that story more actionable for the educators, mentors, and organizations bringing the program to girls—while preserving its vibrant and optimistic identity.
By combining a shared design system with a distinct visual language, we strengthened the connection between Lean In Girls and the broader Lean In ecosystem without sacrificing what makes the program unique.
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