PaperChef Website Redesign: Transforming the Art of Cooking with Parchment

PaperChef is a fantastic brand that puts food preparation at the center of creative expression, bringing friends, families, and entire communities together in celebration. Through their parchment papers, PaperChef takes a classic French cooking staple and reimagines it for a modern world--from on-trend foodies to the environmentally conscious.

Our challenge was to take the original PaperChef logo and brand colors, and place them in a new refreshed digital environment--one that is honest, natural, and that lets the colors and flavors of the foods shine through--all while staying true to other brand properties, like the existing parchment packaging. Not to mention the entire website needed to be fully translated into French for Canadian users.

We approached this redesign by dissecting who and what the PaperChef name and image really is, beginning with reshaping the brand around a new image style. The new style resulted in imagery that felt like home; like you're in someone's quiet kitchen on a Sunday afternoon. They emphasizing white, natural light, and muted colors, with a focus on the process of cooking bringing people together, rather than just the final plate.

This mood was the jumping off point for new messaging, typography, and additions to the original PaperChef color palette.

Imagery compiled in a mood board directed new website photography and was a jumping-off point for the overall mood. 

Imagery compiled in a mood board directed new website photography and was a jumping-off point for the overall mood. 

We jumped from the overall strategy into an extensive web design process, beginning with sitemapping, wireframing, and rounds of designs. Throughout the entire web design process, not only did we have to account for the new brand vision aligning with the existing brand components, we also had to develop a flexible site--one that was able to be easily updated as new foods come into season, but also have a site that was easily navigated in both French and in English and one that integrated Shopify for online purchasing.

After compiling the new website copy in English, it was translated into French and the site was duplicated so it as users visit the site from an IP address in a French-speaking region, they are seamlessly served the French version of the site and vice versa. We subsequently integrated Shopify, so that bundles of PaperChef products can be bought directly from the new website, rather than moving back and forth between browser windows.

In the end, was completely transformed from a static site to a new robust vision that showcases the company's strong values right next to their outstanding product. You can view the new website and purchase your own PaperChef parchment here.

The PaperChef Story page, showcasing imagery with natural light and a unique page structure that used pull quotes to help the user's eye move down the page.

The PaperChef Story page, showcasing imagery with natural light and a unique page structure that used pull quotes to help the user's eye move down the page.

24 Hours for Women: International Women's Day

Worn agency team womens march on washington nicole corbett, carolyn rush, elizabeth davis, lela feldmeier

Dear Friends,

International Women’s Day is a day to celebrate the contribution that women make to society as a whole and act on moving women’s rights forward to achieve gender equality globally. Many women today are celebrating by participating in a general strike and choosing not to work or shop, in order to make a statement about women’s impact on the economy.

At Worn, we work to lift up women in business every single day and we don’t plan to stop doing that today. Instead, we’re ramping up our work for women this month by dedicating a full 24 hours of pro-bono services to women-owned businesses until the end of March, starting today.

Thank you for your interest! The sign up has been closed.

If you run a business or organization that is lead by women, makes products/services for women, or is focused on women, you can sign up here to meet with the Worn team for pro-bono work on your brand strategy, talk through ideas for your next campaign, get feedback on your messaging or packaging, or learn how to get better results from your digital marketing. 

If you know a woman-owned business who’s hustling on her own and could use pro-bono advice from creative experts - send her our way! 

Yours in the hustle, 

Bumble Celebrates 250M First Moves on International Women's Day

In our feminist utopia, it isn't strange for a woman to make the first move and ask out someone they're interested in. Lucky for us, there's Bumble and today on International Women's Day they're celebrating 250 million first moves made by women on the app by shining a spotlight on four women who have made the first move, and made history. 

Worn worked with Bumble to tell the stories of Aly Raisman, the first American to win Olympic Gold on floor, Barbara Corcoran, the first woman to start a realty firm in New York City (and sell it for $66M), Sophia Danenberg, the first African American woman to climb Mt. Everest, and Kelsea Ballerini, the first female country artist to have three consecutive #1s. 

Here are some behind the scenes images of the Bumble shoots - one of the most fun and rewarding projects we've been proud to be a part of. 

Watch all of the videos here

alex williamson, bumble, barabara corcoran, carolyn rush, worn agency
barbara corcoran, bumble, and the worn agency team nicole corbett, carolyn rush, lela feldmeier
barabara corcoran, tucker bliss, william crouse, alex williamson, carolyn rush of worn agency
Aly Raisman, Tucker bliss, alex williamson, caroyln rush, william crouse
Aly Raisman, Carolyn Rush, Worn Agency Bumble

F*it Radio: The Personal Is Political

Jessica Gonzalez-Rojas Executive Director of the National Latina Institute for Reproductive Health

On this episode of F*it Radio, Jessica González-Rojas, Executive Director of the National Latina Institute for Reproductive Health shares her personal story of being assaulted by protesters outside a Planned Parenthood and how the experience turned her into an activist for reproductive justice. 

Jessica spoke from the stage at the Women's March on Washington just a couple of weeks ago and at Worn's live F*it the night before the March. The story of her political awakening and how simply getting healthcare turned into a "political act of courage" truly moved us. Take a listen. 

Jessica González-Rojas is Executive Director at the National Latina Institute for Reproductive Health, the only national reproductive justice organization working to advance reproductive health, rights and justice for the 28 million Latinas in the U.S. Learn more about NLIRH and donate at

To listen to this episode on iTunes, click here and don't forget to subscribe! You can also listen on Soundcloud, or your favorite podcast app.  

If you’re enjoying the show write a review on iTunes—or hit us up on Twitter or Instagram. See you on the next episode of F*it Radio every Wednesday. 

Tell Us Why You Did or Didn't March

Illustration by Kathryn Zaremba

Illustration by Kathryn Zaremba

Over the past week, we have been receiving dozens of emails and questions around the women’s march. The march was a monumental day. It showed us the importance of one’s community. That we are not alone. And, that we are marching, and not marching, for many reasons. One of the most thought-provoking questions we received was,

“What is (are) the reason(s) you chose to march or not? I don’t want a list of what all the issues are or what the media was highlighting or the answer that “sounds right?” All I want to know is as an individual, with your specific beliefs and opinions, did you participate or not?”

In response to these questions, two of our Worn women, Carolyn Rush and Elizabeth Davis (Crush N’ Davis) recorded a podcast episode for F*it Radio. Listen to it here. While we started the conversation we would love to hear from YOU. We will feature two women with various viewpoints on the next episode of F*it Radio to have a conversation around why we did and didn’t march. We've found that when people come together to collaboratively express their differences, good things can happen. Please fill out this form and take this opportunity to really reflect on why you personally did or didn't participate in this movement. You could be on the next episode of F*it Radio.

Listen on iTunes

Listen on Soundcloud

Yours in the hustle,

The Worn Team

Elizabeth Davis Joins Worn as Director of New Ventures


We're excited to announce that we've welcomed a new leading lady to the team! Elizabeth Davis joined the Worn family this month as Director of New Ventures. Originally from Montana, Elizabeth has spent her career focused on mission-driven projects from the World Wildlife Fund to The Coca-Cola Company. She is a World Economic Forum Global Shaper and incredibly passionate about empowering women. Here's a quick Q&A between Nicole Corbett, CEO of Worn and Elizabeth to help you get to know her and see why we're so crazy about her. 
N: What was the #1 thing that made you want to work at Worn?
E: The people. When I met you (Nicole) and the rest of the Worn team I was blown away. The culture you have built here, where mission is embedded into everything that we do as a company and success metrics around working with women-owned business, were something I had never seen. So many organizations say they are mission-driven, but at Worn it is something that is core to what we do. And it starts with the women we work with on a day-to-day basis.
N: Describe your first week at Worn. Was it what you expected?
E: From hosting F*it: A New Manifesto in D.C on Friday with women storytellers, musicians and performers to marching on Washington in the Women’s March surrounded by 500K+ women, men and children, it was one of the most inspiring, empowering, and energizing weeks. I was having a conversation with Lela (rare Unicorn Creative Strategist) about my first week and how I feel like I have been here for months! These women have become like my family in a little more than a week.

Lela Feldmeier, Nicole Corbett, Madame Gandhi Carolyn Rush and Elizabeth Davis at Worn's F*it, pre-March event in Washington, D.C

Lela Feldmeier, Nicole Corbett, Madame Gandhi Carolyn Rush and Elizabeth Davis at Worn's F*it, pre-March event in Washington, D.C

N: Why are you passionate about empowering women?
E:  One of my responsibilities on the Global Sustainability team for The Coca-Cola Company was  to work on the company’s 5by20 initiative which was to empower 5 million women by 2020. I had the opportunity to meet entrepreneurial women in developing countries around the world who were working to support their family, and yet I was stunned to come back to the United States and see women trying to beat other women down in the workplace. It made me realize that there are not just problems abroad but that we have so much work to do in equality in our own workforce. Only 24 of the Fortune 500 have women CEOs. We need to work harder in this country for equality, whether that’s equal pay, or having the same number of board seats and C-Level executives.
N: What are you most looking forward to in 2017?
E: Seeing how the momentum from the Women’s March translates into action and impact.
N: Who would you invite to your dream dinner party? 
E: Such a good question!!! My Worn family (obvi), Mom, Dad and brother, Gloria Steinem, Nelson Mandela, Sheryl Sandberg, Aristotle, Michael Bloomberg, Ajum (an 18 year-old-woman I met in India who started a store to support her two sisters), Louis L’Amour (one of my favorite western novelists), Sophie Cruz from the Women’s March, and Harry Truman. I love connecting people, building partnerships, and understanding where we came from, so this dinner would hopefully be all three!

Want to work with Worn? Get in touch with Elizabeth at

F*it: A New Manifesto

Worn’s January 20th F*it: A New Manifesto event in D.C. was filled with vulnerability, honesty and strength. Bringing together storytellers, performers, and musicians focusing on women speaking their minds, the night included a musical performance by Madame Gandhi and stories from Jessica González-Rojas, Jodi Ovca, and Elena Cohen. They shared what it is like to free bleed at the London Marathon, the importance of listening, flaws in our criminal justice system and what to do if you are arrested during a protest.

Kiran Ghandi (Madame Gandhi) || Musician, Drummer and Feminist Activist

Kiran Ghandi (Madame Gandhi) || Musician, Drummer and Feminist Activist

Have you ever had your period when you ran a mile? Let alone when you ran 26.2? Kiran Gandhi, known as Madame Gandhi, did just that when she ran the London Marathon. This rockstar woman, activist, drummer and artist speaks freely about the importance of being confident and comfortable in your body. She has become an advocate for women’s rights, body-positivity and the importance of finding your own voice.

In her recently released song, “Future is Female” Kiran shows why it is important to focus on different demographics to build them up. This echoes one of our favorite quotes of the night, was from Kiran, “Just because we say save the whales, that doesn’t mean kill the dolphins.” It’s about empowering women to be confident in who they are and bringing others along on the journey.

Just because we say save the whales, that doesn’t mean kill the dolphins!
— Madame Gandhi
Jessica Gonzalez-Rojas || Executive Director National Latina Institute for Reproductive Health

Jessica Gonzalez-Rojas || Executive Director National Latina Institute for Reproductive Health

At 26 years old Jessica Gonzalez-Rojas won her first campaign for the New York State Democratic Committee for the 39th Assembly District from 2002-2006, representing the diverse communities of Jackson Heights, Corona, Elmhurst and Woodside. On the campaign trail, she realized a common theme amongst her constituents, that so many people just want someone to listen to them. One of the last nights before the election, they were going door to door when they met this elderly woman who had very few visitors. After speaking with Jessica for a few minutes she went and got a blazer. You may be wondering… what is the significance? This woman realized that Jessica would listen to her. And not just listen, but hear her. Jessica showed us the importance of each person and the power of listening.

Jodi Ovca || Executive Director ACCESS Youth Inc.

Jodi Ovca || Executive Director ACCESS Youth Inc.

Close your eyes. Imagine seeing an 8-year-old boy holding his 4-year-old sister’s hand walking her home from school. Suddenly another boy comes up and pushes the little girl. Understandably, the brother in her defense, pushes back. Policeman nearby immediately arrested the little boy on the spot and took him to jail. Echoes throughout the audience included some you may be feeling, “How can this happen?” “Why did this happen?” This story is just one example of how our criminal justice system has failed our kids. Jodi Ovca, Executive Director of ACCESS Youth, is working to break this cycle and help our next generation.

Elena Cohen || Civil Rights Attorney, Professor and Activist

Elena Cohen || Civil Rights Attorney, Professor and Activist

For many of our attendees, the Women’s March was their first protest. So how could we prepare them for what they would be seeing, hearing and their rights as a protester?  Enter the incredible civil rights attorney Elena Cohen. Elena shared what to do if you get arrested, who you should call, and what you can expect as a protester. You may be wondering… what do you do if you get arrested in D.C.? Have $100 to pay for your citation on the spot, make sure to have a local DC number to call, and the golden rule… if a policeman tells you to do something, you should do it if you don’t want to be arrested.  

The Golden Rule for not being arrested at protests: if the police tell you to move and stop doing something, you should do it if you don’t want to be arrested.
— Elena Cohen

This event could not have come together without these incredible speakers and our sponsors Republic Restoratives, Jrink, Denizen Brewing Co., Heavenly Organics, Stumptown Coffee, &pizza, Human Foods, Rip Van Wafels , the attendees and the entire Worn team who made this night and march possible.

While this event and the Women’s March started the conversation, as Gloria Steinem said, we must “decide what we are doing tomorrow, and tomorrow, and tomorrow.” So… it is now tomorrow. Are you looking for something to do to support women in business? Learn more about Worn's work here.

Worn team members Lela Feldmeier, Elizabeth Davis, CEO Nicole Aguirre Corbett and Carolyn Rush

Worn team members Lela Feldmeier, Elizabeth Davis, CEO Nicole Aguirre Corbett and Carolyn Rush

A Letter from Worn to America

Dear America, 

This morning many of us woke up in a parallel universe where the first woman President wasn’t actually elected and a candidate that does not share our values of female empowerment, will be President. What does this mean for Worn and the people who share our mission? It means our work just became 10x more important overnight.

We firmly believe that more women leading and building companies lifts up the economy and that leads to a better world for everyone. Women still hold up half the sky. That has not and will never change.

Let’s not forget that women hold tremendous economic potential and we will continue to work to turn that potential into power for the benefit of everyone, regardless of politics. We will continue to work with women, men, companies, and organizations to build and grow businesses, launch impactful campaigns, and design bold creative work that lift women up.

If you’re a woman who runs a business, is launching a business, or already leads in business and wants to lift other women up in the process, let us help you.

If you’re a man who believes that women deserve equal opportunities to succeed in business, and wants to put the talents of women to work on your business, we want to work with you.

If you’re an organization that is dedicated to furthering gender equality in some form, get in touch with us. Let us use our talent and passion to help reach our collective goals. 

We're all in this together. 

Forever yours in the hustle,


F*it x Worn at Tory Sport

Carolyn Rush, Nicole Aguirre Corbett, Reena Ninan, Laurie Fabiano, and Ilana Kloss. Photography by Jen Trahan.

Carolyn Rush, Nicole Aguirre Corbett, Reena Ninan, Laurie Fabiano, and Ilana Kloss. Photography by Jen Trahan.

Last night's F*it was filled with honest and inspiring stories from three incredible women - Reena Ninan, Ilana Kloss, and Laurie Fabiano - who opened up and shared their fears, struggles, and ultimate successes with us. They told us what it's really like to be a woman on network television, to report from Iraq, to travel the world as a professional tennis player, and to be an AIDS activist. Read their stories and wisest lessons below. 

To see all the photos from Wednesday night, check out our Facebook page.
Sign up here to join our mailing list and be first in line for the next F*it in NYC and D.C.

Reena Ninan || CBS News Correspondent & CSBN Anchor

Reena Ninan || CBS News Correspondent & CSBN Anchor

While being based in Jerusalem, Reena Ninan missed Mother's Day - twice. This wasn't because she didn't enjoy being a mom but because she saw an opportunity to pursue her on-air ambitions by going to Iraq to cover the war. Her toughest critics were the other women who thought she was not putting her family first.

Reena started in the newsroom as a producer before pursuing her on-air career, as a Middle East correspondent for Fox News for five years. Initially, her bosses at Fox News didn't think she was the “right fit” (she wasn't blonde) for being on camera, until she got a break when the channel needed someone to go to Iraq. After talking it over with her husband, she went for it. It wasn’t an easy decision. 

I did what any woman would do in this situation: grab my eyeliner.
— Reena Ninan

While in Iraq, Mother's Day was the least of her worries. Her hotel got car bombed and an entire wall of her hotel room disappeared. She was shocked and scared, but soon fear turned into exhilaration. “I did what any woman would do in this situation: grab my eyeliner.” She put herself together in front of her dust covered mirror and went live on air from the scene of the bombing. It was her first ever broadcast.

Reena could’ve gone to pharmacy school and chosen a career path that “had great hours” —something more along the lines of what her parent’s had in mind. But Reena had other plans. She went on to report everywhere from Lebanon to Gaza, interviewing Hezbollah figures while pregnant, and reporting from Benghazi just four months after giving birth.

It’s not always easy being a reporter and a mom, but Reena isn't sorry. “Never apologize. Don't ever say sorry for working toward what makes you happy." 

Bio: Reena Ninan is a correspondent for CBS News and an anchor for CBSN. She was previously a reporter for Fox News where she reported from Egypt, India, Lebanon, Iraq, Libya and Israel. She covered the trial of Saddam Hussein in Iraq and reported on the rise of Al Qaeda in the Maghreb from Morocco. Her work abroad also earned her notice from Glamour magazine, which included her in a "Women on the Front Lines" story.

Ilana Kloss || CEO & Commissioner, World Team Tennis

Ilana Kloss || CEO & Commissioner, World Team Tennis

Ilana Kloss is the perfect example of how individual people's mentorship and example changed her life, despite the odds against her. As a kid in South Africa growing up during apartheid, Billie Jean King noticed Ilana hitting balls on the tennis court, stepped in to play with her, and then offered to put her in touch with her personal coach and contacts. Before she knew tennis could be a career, Billie's generosity and openness set Ilana on a path to becoming a professional tennis player. "Ever since then I always play it forward," she said. 

If there’s a man in our meeting and we find out ahead of time that he has daughters, we know we’re in.
— Ilana Kloss

Ilana's life on the road as a professional tennis player became her education. "I didn't have a formal education and I learned by having to figure out how to get myself from point A to point B." She experienced discrimination for being South African. "Martina Navratilova was told she couldn't play with me," says Kloss. 

F*it x Worn at Tory Sport

Today Ilana Kloss is the CEO & Commissioner of World Team Tennis. She shared how running the organization is an everyday battle and being prepared for every meeting is key. "If there's a man in our meeting and we find out ahead of time that he has daughters, we know we're in," she says. She attributes part of her success to one key lesson, "When someone says no, it's because they don't have enough information," and, "generate revenue for the company you work for and you'll always have a job." 

Bio: Ilana Kloss was the world's best doubles player in 1976, winning doubles titles at the US Open, Italian Open, US Clay Courts, German Open, British Hard Courts and Hilton Head. She's youngest player ever to be ranked No. 1 in her native South Africa. She's currently the Chief Executive Officer/Commissioner of World TeamTennis (WTT). 

Laurie Fabiano || President, Tory Burch Foundation

Laurie Fabiano || President, Tory Burch Foundation

Laurie Fabiano never takes no for an answer. When she was in middle school, she wanted to take shop class but her school wouldn't let her. "So I sued them, " she said. She (and Title IX) are the reason girls in New Jersey were admitted to shop classes that were previously reserved for boys only. 

I hate the phrase ‘find your passion.’ Many times your passion finds you.
— Laurie Fabiano

After her sister in law became one of the first women to die of AIDS, Fabiano became an AIDS activist, and tried to reach the black community be reaching out to rappers to support AIDS Dance-a-thons. They all hung up on her. They thought coming near an AIDS dance would mean they would catch AIDS. People told her to give up, but she found a new angle. She decided to call female hip hop artists instead. Eventually Salt 'n Peppa and Queen Latifah took a risk and said yes, and she used those women as leverage to convince the others. Fabiano used her passion for the cause to break through fear and ultimately, her success saved lives. "I hate the phrase 'find your passion'," she says. "Many times your passion finds you.'" 

Bio: Laurie Fabiano was the Deputy Mayor of Hoboken during the administration of Thomas Vezzetti. In 1988 she became an AIDS activist producing the AIDS Walks and AIDS Dance-a-thons around the country. In the past decade, as the Robin Hood Foundation’s Senior Vice President, she helped grow the Foundation into the largest private organization fighting poverty in New York City. She's currently the President of the Tory Burch Foundation

Worn team members Lela Feldmeier, Carolyn Rush, and CEO Nicole Aguirre Corbett.

Worn team members Lela Feldmeier, Carolyn Rush, and CEO Nicole Aguirre Corbett.

Thank you to Tory Sport, the Tory Burch Foundation, CORE water, and entire Worn team who made this night possible. Learn more about Worn's work here

The Power of the Pivot - Podcast Interview

Nicole (Aguirre) Corbett. Photo by Lauren Kallen.

Nicole (Aguirre) Corbett. Photo by Lauren Kallen.

Last month, Worn CEO Nicole (Aguirre) Corbett hopped on the phone with Elayne Fluker, founder of Chic Rebellion Media and creator of the Support is Sexy podcast to talk about “The Power of the Pivot”. The conversation focused on how to reinvent your company in order to take it to the next level. 

In this podcast, Nicole shares her personal story of setting aside her career in foreign affairs to follow her passion as an entrepreneur. She shares her insights into how she Worn transformed from a magazine into the digital agency it is today, and mind hacks for how to think differently about your business and your own potential as an entrepreneur.

Here are a few pieces of advice for entrepreneurs who want to shift their perspective and their companies along with it: 

  1. Do everything you can to see the situation from a new perspective. Admit that what you're currently doing isn't working. 
  2. Decide where you want to be in a certain amount of time and realize what could be standing in your way. (It could be yourself.) 
  3. Do not underestimate yourself. Assume you can do twice what you think you can do.

There is something powerful that happens when you’re met at a crossroad. Learn more from Nicole and Elayne by listening to the podcast above. 

The Support is Sexy initiative is home to an online community for women and five-times-a-week podcast interviewing successful women entrepreneurs about building profitable business and purposeful lives. Learn more about Elayne and the podcast at

The United State of Women

It’s about time! On June 13th - 15th, the White House will be holding its first ever summit of The United State of Women. This summit is dedicated to celebrating the many extraordinary achievements of women today, while also addressing how we can make strides moving forward.    

The 6 main topics that will be addressed are economic empowerment, health & wellness, educational opportunity, violence against women, entrepreneurship and innovation, as well as, leadership and civic engagement.

Worn is fortunate enough to have its very own CEO, Nicole Aguirre, selected to attend this monumental event.

The United State of Women Summit serves as a major step in formally addressing the variety of issues women face around the nation on a daily basis. Most importantly though, this conference provides the opportunity for these leaders to create a plan of action to resolve these problems.

Worn is already taking action by working with female leaders and their supporters to build and grow businesses and give women a larger stake in the business world. Additionally, Worn empowers women through our F*it speaker series, where female leaders share stories of the challenges they have overcome on their way to success.

Sign up here to attend F*it on June 22nd.

We look forward to standing together with The United State of Women.

Promundo State of America's Fathers Video Campaign

Promundo promotes gender justice and prevents violence through engaging men and boys in partnership with women and girls. This year, along with Fatherly, and Johnson & Johnson, Promundo is hosting the State of American Fathers Summit where the country's leading influencers, policymakers, and game changers, will come together to discuss what it means to be a father in America.

When Promudo chose Worn to produce this video campaign, we saw it as an incredible opportunity to carry out our mission of empowering women, by working on a campaign to support men in being better fathers. 

Our challenge on this campaign was to develop a concept that would portray the diversity of fathers in America and capture the genuine struggle, joy, and challenges of raising children in today’s world. We needed the perspective of real fathers, and that’s what we brought. 

Our approach was to produce a compelling mini documentary of real stories about men's struggles with fatherhood, and what it means to them to be a father. 

Worn cast 5 real fathers and their children and partners to tell their stories on camera. We carefully crafted each question to bring to light the hidden truths of being a father, and emotional storytelling came naturally. 

The final video above will debut on June 14th at the State of America's Father's Summit. Follow the conversation at #AmericasDads.

Here's what some of Promundo's biggest supporters are saying about this campaign:

Jessica Seinfeld, Founder & Board President of GOOD+ Foundation

#AmericasDads report lays out a plan for how fathers can be positive role
models for children & equal partners in parenting. —@JessSeinfeld

Cecile Richards, President of Planned Parenthood Federation of America

It’s crucial #AmericasDads “are becoming more involved in parenting &
sharing the responsibility of housework & childcare.” —@CecileRichards

Anne-Marie Slaughter, President & CEO of New America and author of Unfinished Business: Women, Men, Work, Family

The state of #AmericasDads is as important as the state of America’s moms for our collective health & wealth. —@NewAmerica’s @SlaughterAM

The Beeck Center for Social Impact And Innovation Website Redesign

The Beeck Center for Social Impact and Innovation at Georgetown does incredible work in policy innovation, impact investing, and using data to bring about social change and solve global problems. Their work is hugely important but difficult to boil down to just a few sentences. This was the main challenge the women who lead the Beeck Center were facing when they came to us to redesign their website. It was more than just a new look they needed - it was a new way to communicate with students at Georgetown, policy experts, and the private sector.

Worn redesigned the original Beeck Center website, edited the messaging across the site, photographed the staff and students for the Team page, selected and edited the photography across the site, and developed the website. 

Our approach was to communicate through images and color, telling the story of their work and the experience of working at the Beeck Center without overwhelming visitors with text. The Beeck Center staff, led by Sonal Shah, were open to taking risks with the design. They wanted the site to reflect the energy of the Beeck Center staff, the startup mindset of students, and the truly global reach of their work. We accomplished this through a dual navigation across the site, a content rich blog, and an incorporating subtle animation across the site. 

Beeck center website sitemap

We started by completely rethinking the user experience of the website to make it as easy as possible for students to get involved and for visitors to read content on the blog. We accomplished this through a dual navigation, putting the Students, Blog, and Calendar pages on top navigation and the remaining pages on a hidden navigation sliding out from the side. This allowed us to let the photography stand out without overwhelming the eye with drop downs or tabs. 

The Beeck Center website wireframes

Next we designed wireframes for every page on the site, laying out the bones of the site one page at a time before adding color, final content, or imagery. 

Beeck Center website style tiles

Finally we selected fonts, color, photography filters, and button styles through a series of style tiles. We followed Beeck Center's existing branding and expanded upon it with new supporting colors, typography, and photography style. We provided four different directions for style tiles. Once Beeck Center selected one to move forward with, we applied this design approach to all of the pages on the site. The finish product are the pages you see here

PiperWai Rebrand & Website Redesign

When the founders of PiperWai Jess Edelstein and Sarah Ribner first came to Worn, they were fresh off their appearance on Shark Tank, and had just raised $50,000 from entrepreneur and investor Barbara Corcoran. Due to the Shark Tank affect, they were sold out overnight and backordered. The activated charcoal deodorant, started in her kitchen by Jess Edelstein, was a huge success! They quickly needed to up their game on their website and update the company branding to PiperWai level 2.0. That's where Worn came in. 

We started with branding. The Worn team designed a new version of the PiperWai logo that was similar to their original branding, but much more sophisticated and with a new PMS color that stands out on store shelves.  

For the website, our challenge was to quickly update the design with a fresh look that was still recognizable to their core audience and maintain the existing navigation and general layout of the original site. 


We started by putting PiperWai’s activated charcoal deodorant packaging front and center on the homepage. Our team shot new product images in the Dominican Republic to replace their original homepage image, which didn't feature the product. We also knew it was important to bring the value proposition of PiperWai's deodorant to the forefront by adding icons for the qualities of the product we knew customers cared about most, and matching them to the new product packaging (to come later!)

PiperWai's website comes alive through textured photography, beautiful product images, and a simple, clean layout that let's the product shine. 

Throughout the pages of the website, Worn rewrote the website copy, making it concise, more direct, and ensuring every paragraph matched the company voice Worn created with PiperWai.

The result is a website optimized for conversions that communicates clearly to PiperWai's customer base and can grow with PiperWai as their product selection expands in the year to come. 

Videos: Michelle Freeman, Sonal Shah, and Brandy Butler Share Their Stories of Fearlessness

Michelle Freeman, Sonal Shah, and Brandy Butler speak at F*it

For those of you who missed it F*it DC this month, we'd like to share with you three videos from three incredibly fearless women. This F*it was the first that actually brought us to tears. Those tears came from incredible stories of triumph and overcoming hardship. Watch their stories below. 

Sign up to attend the next F*it in D.C. of New York City here. 

Brandy Butler, President of ADC Management Solutions shared the story of having to say no to her aunt, the matriarch of her family, when she reached out for help and asked Brandy to do something she felt was extremely unethical and would have put her out of business. Ultimately, Brandy said no and paid a very high price for it. She was shunned by her family, uninvited to Christmas, and became an outcast in her own family. Still, had she not made that decision, she'd be out of business today. Watch her story in the video above. 

Sonal Shah, Executive Director of the Beeck Center for Social Impact and Innovation and Senior Advisor to President Obama spoke about times when she chose "fearlessness." She started by telling the story of moving to Sarajevo at 26 to open their Central Bank, when she knew nothing about opening a Central Bank. She was dropped off on the Serb side and told "we'll pick you up in 2 weeks." She also spoke about her decision not listen to other people's advice and take a year off after her time in the White House to take care of her dying grandmother. Watch her video above to hear it in her own words. 

Michelle Freeman, President of four companies, including part owner of the Mavericks, Mystics and Caps and Chairman of two non-profit foundations spoke about making your mess your message. Michelle Freeman had a child alone at 23, was a drug addict, on food stamps and ultimately lost her husband to a tragic accident. Michelle rose to the occasion and took over her husband's real estate business when he passed. Despite everyone (including other women) saying, "Why are you still here? Why don't you just take the money and go take care of your babies?" She chose to stay and grow the business she loves. She is dominating multiple male-dominating industries- construction, real estate and sports and owning her story. 

Far too many people are looking for the right person, instead of trying to BE the right person.
— Gloria Steinem
Women entrepreneurs F*it Worn

We want you all to ask yourselves the same question we asked everyone at F*it:

What is your dream for yourself that you’ve never voiced aloud because you’re not 100% confident in yourself that you can get there?
— Worn

We posed this question to our breakout groups and we overheard one woman sheepishly say "well... it's silly but... I want to be a backup dancer for Beyoncé." The woman next to her about fell over and said "That's crazy because my best friend is a backup dancer for Beyoncé- I'll put you two in touch."

That's what it's all about! Let's make dreams reality.

Women Make Great Bosses, Not Just Good Managers.

Nicole Aguirre, Cynthia Salim, Gina Hadley, Tracie Egan Morrissey, Carolyn Rush

Nicole Aguirre, Cynthia Salim, Gina Hadley, Tracie Egan Morrissey, Carolyn Rush

*See the PHOTOS from Wednesday night HERE and sign up to join next F*it HERE.

One thing is clear, the women of F*it have no room for bullshit. Thursday night, Cynthia Salim, CEO of Citizen's Mark, Tracie Egan-Morrissey, Editor in Chief of Broadly, and Gina Hadley, founder of The Second Shift shared their personal stories of getting blown off, passed up for promotions, told to dress differently, told they wouldn't make good bosses, and then they called bullshit on it and found ways to succeed anyway.

Cynthia convinced the best manufacturers in the world to make her blazers, Tracie convinced Vice Media to hire her to found a feminist channel, and Gina made her work fit her lifestyle and started a company that made that possible for all women. Here's a snapshot of each woman's story. Stay tuned for the complete videos on YouTube

Cynthia Salim CEO Citizen's Mark Blazers
The only way you’re going to have negotiation power is if you have someone else to go to.
— Cynthia Salim

Cynthia Salim, founder of Citizen’s Mark, which makes responsibly made blazers for women on the rise, taught us all that you’re never too small to matter. When she was first starting out, getting wool manufacturers and factories to pay attention to her was a struggle. Despite flying to Italy and Portugal and driving hours to the factories, once she got home, no one would return her emails. She wasn't Armani or Stella McCartney placing 10,000 yard orders - she was Citizen's Mark, which was a totally new brand, but full of potential. 

So she got back on a plane (using miles!) and showed up in Italy and Portugal at these factories repeatedly. She learned that if you’re there in person, they can’t ignore you. You’re not just an email on a screen anymore, and they agreed to work with her. She convinced the top factories in the world to let her place tiny orders because Citizen’s Mark is small, but it's getting top quality blazers for women right. 

Tracie Egan Morrissey Editor in Chief of Broadly

Tracie Egan Morrissey Editor in Chief of Broadly

I was told women make good managers but not good bosses.
— Tracie Egan-Morrissey

Tracie Morrissey shared the unbelievable story of how she convinced Vice media to start a feminist channel and hire her to lead it. After founding Jezebel and seeing no room for women in leadership positions at Gawker, Tracie decided that the industry needed a media outlet for women, by women that could afford to write about the issues that women care about.

So she cold emailed Suroosh Alvi, one of the founders of Vice Media and told him she had some ideas. This is the kind of meeting you prepare for or blow it, and she wasn’t going to blow it. She designed a deck, putting in quotes from the media about Vice being a male-focused channel (which they didn’t like but listened to), rented iPads to hand out to everyone in the room and made her case for a new feminist channel to the team. The meeting ended with “yeah I get, you’re hired, what’s next?” And the rest is history! Broadly launched in August 2015. 

Gina Hadley founder The Second Shift

Gina Hadley founder The Second Shift

The ROI on the hustle sucks.
— Gina Hadley

Gina Hadley, founder of The Second Shift, has lived many lives. She’s been an entrepreneur, global agency executive, startup founder, stay at home mom, and even Catholic school administrator (that didn’t last.) Throughout her journey, she learned that your personal circumstances, whether you’re a mom, move to a new city, or are transitioning to a new stage of life, you should never let your situation jeopardize the potential you can have in your career. Gina started The Second Shift so educated, accomplished, high level executive women could go back to doing the work they love, no matter what. 

Made Real Vodka

Made Real Vodka


Thank you to our sponsor Made Real Vodka for supporting the women of F*it and whipping up delicious Moscow Mules for the night. P.S. We love that you're #selfmade

ATTEND: Find out more about F*it and sign up to be a speaker or attend a future F*it storytelling night, click here. 

PHOTOS: See photos from Wednesday night's F*it event and other nights, also click here. 

VIDEOS: Watch videos from previous F*it speakers on YouTube.

WORN: We're a mission-based creative agency that empowers women to lead.