Queen B is an Israeli nonprofit organization working to promote gender equality in the tech industry by empowering young women to pursue careers in programming and technology.

The organization offers educational programs, mentoring, and community initiatives aimed at closing the gender gap in tech. Through their flagship youth programs, they provide young women with hands-on experience, practical skills, and the confidence needed to succeed in tech-related fields. Queen B is committed to fostering a supportive and inclusive community that inspires its participants to break barriers and excel in traditionally male-dominated industries. For this project, we were tasked with expanding the organization’s basic branding and applying it to a website that would serve as a showcase for Queen B’s mission, a knowledge hub about their initiatives, and a practical registration tool. The website was designed to cater to three distinct audiences: young girls and teens, their parents, and academic institutions and investors, each with unique needs and expectations. Additionally, the client requested a trilingual site to highlight Queen B’s commitment to multiculturalism and inclusivity. Our main challenge was designing a multi-page website with seamless navigation and an engaging user experience to serve its three distinct audiences. Balancing the needs of these groups while ensuring consistency was critical. Additionally, the organization’s existing minimal branding—a basic logo and monochromatic pink palette—needed expansion into a cohesive visual identity. The client’s request to rely primarily on pink tones added complexity, requiring creative use to convey empowerment, modernity, and inclusivity.

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QueenB

Branding & Web Design

DISCIPLINES

Visual Identity, Web design

ROLE

Lead Designer

COLLABORATORS

Fine Line Studio

YEAR

2024

We began by crafting two branding concepts rooted in Queen B’s core values: courage over perfection, breaking boundaries, and learning through action. The client selected the concept ׳B Yourself׳, which emphasizes empowerment, resilience, curiosity, and self-confidence. This concept inspires girls to embrace challenges, believe in their abilities, and shape their futures with the support of a strong community. To bring this vision to life, we developed a visual identity that is both relatable and inspiring for young girls and teens. We incorporated playful sticker-style graphics that reinforce empowering messages and slogans, alongside humorous programming-related memes to create a lighthearted and authentic tone. The color palette, dominated by bold pink shades complemented with subtle accents, balances femininity with strength. Textures and layered backgrounds were added to give depth and a sense of connection to the designs, and a modern, legible typography was selected to ensure accessibility across three languages for diverse audiences. Once the branding was approved, we moved to the website’s structure. Using a basic flowchart provided by the client, we designed a detailed wireframe for eight key pages. Special attention was given to navigation, ensuring an intuitive experience tailored to the three target audiences: girls, parents, and investors. We presented resources in a clear, user-friendly format and designed an engaging registration process to drive participation. Simultaneously, we developed compelling copy for each section, reflecting Queen B’s mission in a relatable, approachable tone.

As we moved to the web design phase, we decided to anchor the site’s layout in a dynamic grid system to maintain balance and order amidst the vibrant graphics. Custom hand-drawn icons were created to enhance engagement, guide users, and reinforce the brand’s personality. Additionally, each page featured a unique animated hero section to convey the site’s key messages and captivate visitors. The final website successfully brought Queen B’s mission to life, offering a dynamic, visually compelling, and user-friendly experience for its diverse audiences. The cohesive branding, anchored in bold pink tones and empowering visuals, resonated strongly with young girls while remaining accessible to parents and stakeholders. The site’s clear navigation and organized content structure made resources, program details, and registration processes easily accessible. Custom animations, hand-drawn icons, and playful design elements added interactivity and showcased Queen B’s innovative spirit. The client praised the result, which positioned Queen B as a vibrant, empowering force in STEM education for girls. The website continues to serve as a core tool for the organization’s outreach and operations to this day. On a personal note, this project held special significance for me, as it reminded me of my own introduction to programming as a teenager and the gender inequalities I noticed in the field. I strongly believe in Queen B's mission to empower girls in STEM and was proud to take part in creating a platform that supports their incredible work. Collaborating with the organization and bringing their vision to life was both inspiring and rewarding.

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CREDITS

This project was done in Fine Line Studio

Brand, Web, UX/UI Designer: Lior Bar-Noi

Designer & Motion Graphics: Adi Danino

Development: Hadas Lavi