Barefoot College

A messaging and brand update positioning women as community leaders.

Opportunity

To prepare a beloved solar energy and community development organization for U.S. fundraising, greater social impact, and international expansion.

Solution

Barefoot College had already gained international attention for its unique community development model and theory of change: That training women in rural India with low literacy to build and install solar panels would not only bring electricity to village communities but also give older women greater status and stability in their villages. It was our job to bring that story to life through updates across the website and branded collateral. From the high-traffic web pages to the internal guiding documents like the three-year strategic plan, we edited for clarity, brand alignment, and readiness for a global audience.

My role

Writing and editing to establish the brand voice and tone.

The team

Five people (me with another writer-strategist, one graphic designer, and one UX designer reporting to a creative director). The majority of this work was completed while on the creative team Amplifier Strategies, a social impact consultancy.

Process and results

• Created and executed marketing and campaign strategy to secure a top-ten placement at the Skoll Social Entrepreneurs Challenge.

• With project team, contributed fresh copy and impact-driven language fitting for the client's grassroots approach. Sample: "Get Involved"

• Updated the strategic plan to include the latest projects and initiatives, with a focus on setting, documenting, and achieving impact goals.

above: samples from the strategic plan, programmatic one-pagers, and web content

Since we completed our work, the team Barefoot has used our messaging strategy, UX, and brand recommendations to evolve their content strategy, continue their international expansion, and measure their social impact. Our initial strategic work together laid the foundation for ongoing growth and improvements.