The National First Ladies Library & Museum is dedicated to preserving, promoting, and educating about the remarkable contributions of First Ladies of the USA throughout history.
They wanted the website to help people — especially young people — to discover the empowering journeys of First Ladies, highlighting their exceptional leadership and the profound impact on our nation’s history; spotlight the First Ladies’ causes to inspire young women across the country; and serve as an instrument to invest in the empowerment of women and girls to ensure that we are nurturing the leaders, innovators, and change-makers of tomorrow with the aim to create a world where every girl’s potential is recognized, celebrated, and realized.
As America’s #1 Positioning Ad Agency, the Innis Maggiore team determined that two key creative strategy elements were necessary to capture the significance of the First Ladies and present them in a manner to make an immediate and striking impression. The first was to fill the entire “hero panel” space with the finest, most dramatic photos or paintings of select First Ladies. The second was to coin a theme that captures a sentiment about the First Ladies’ importance while setting the stage for the site’s narrative. Even CNN took notice.
