Shining a Spotlight: Branding the National Women’s Hall of Fame

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Speaker 18

 podcast, we have Shannon is back. I convinced her to speak and show her face again after an excellent first podcast. But we also have Katie Martel here today as a special guest from the Women’s Hall of Fame. Do you want to introduce yourself?

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Speaker 24

 I would love to. I’m so happy to be here, by the way. I absolutely love Flynn. It’s a joy. But I’m Katie Martel. I’m a board member at the National Women’s Hall of Fame, among other things in my life. And I had the distinct pleasure of working with Flynn on our recent induction 2026 branding. Yeah, I love it. Great. Can’t wait to tell you about it.

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Speaker 18

 Yeah. So today’s podcast, we’re really just going to have a conversation about the branding work and the Women’s Hall of Fame and why we’re working on it and all the fun we’ve had together over the last nine months.

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Speaker 24

 I hope you’ve had a good time.

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Speaker 18

 Yes.

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Speaker 24

 It’s a lot of work that goes into it. We’ve had a baby together. Right. Model talk. Yes. Our event is coming up. It’s tomorrow. Right. We’re so excited. But it is like our 32nd, you know, annual, bi-annual induction ceremony. The Hall is over 50 years old. It’s the nation’s oldest nonprofit dedicated to celebrating, honoring the stories of women, largely who you don’t actually know. There are many you do like Oprah and Amelia Earhart, and many that you don’t, who invented things that you use every day and things that, you know, have impacted your life that you just don’t know. And so our job is to tell the world and preserve the stories of these women. And you guys have done a wonderful job in helping us kind of elevate that brand and set us up for a wonderful induction this year. We’re inducting 10 women tomorrow, wonderful class across business, technology, government, media, you name it, you know, and it’s just a diverse class of women. And really, it’s to us, it means the world. And obviously, the mission is shared.

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Speaker 18

 Yeah. Yeah. What I’ve loved the most in working with this with you on this is really learning about so many of these women that I didn’t know their names, you know, like you said, there’s some that pop up obvious choices. But there’s so many that have done powerful things. And especially back when women weren’t doing all of these things, or it wasn’t broadcast that they were doing all of these things. And people just didn’t know about it. Yes, exactly.

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Speaker 24

 Kid that fact.

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Speaker 24

 There’s an effect called the Melinda gauge effect. And it’s basically when a woman’s contribution to science has been erased. It happens so frequently that there’s a name for it. And one of our inductees Melinda is, is, you know, recognized accomplishments or contributions to the field. But all of the discoveries and inventions were attributed to a man. A lot of women use a pen name to be taken more seriously as an author. This is why I think our job as a hall is to stand against that kind of instinct that a lot of people have to downplay the role that women play exactly for this point. So that you don’t think through history that women had no role to play. We had a huge role to play. You’re just hidden and obscured or again stolen. And so that attribution matters. Those stories matter. And giving legacy to these women really matters.

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Speaker 18

 Yeah, I love that. And I’ve loved reading all the stories and spent probably too much time on a tangent when I didn’t want to do, you know, it’s like when I was supposed to be doing something more important. And I’m like, let me I’m just gonna, you know, I’m doing work. Yeah, I’m doing research. I’m just reading the hall’s website about all of these great women. We have a solitaire game right now.

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Speaker 24

 It’s actually very popular. So you can do solitaire and learn about all these women. But do you have a favorite?

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Speaker 18

 Yeah,

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Speaker 18

 so really what we wanted to talk a little bit, I’ll let the two of you have a conversation, but would love to talk through when we first met and started working on this, you told us, you know, that you’re looking for this inspiring brand, and that you want something that feel that talks to the legacy of the hall, but feels modern and elegant. So I feel like we got there. Kudos to our female art direction team of Shannon and Allison and as well as Paul helped us out as well and Jason, but

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Speaker 18

 talk a little bit about how you got there and what you were looking for and how you executed would love to hear.

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Speaker 22

 Yeah, so obviously a super exciting project. As soon as we heard National Women’s Hall of Fame, we’re like, all right.

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Speaker 22

 So exciting to hear that. And then as soon as we hopped on a call with everyone, it was just you could feel the excitement, you could feel, you know, the energy and just the passion that everyone had. So that just, again, feeds into what you’re doing, especially in a creative field.

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Speaker 22

 Being passionate about your project helps. It gives you, you’re constantly thinking about it. You start to think about it and catch little things in the everyday that, you know, oh, this would be interesting to add or whatnot. So starting with a project that you a lot of passion towards, you can get the passion from the client, from everyone surrounding it, like the best place to start.

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Speaker 22

 But yeah, we kind of opened up with a conversation and there were some things that we pulled from that, including, you know, I think the main point was this isn’t about an organization. This isn’t about us. It’s about highlighting the women and their stories. And so we really took that back as kind of our, you know, North Star in some ways, as this is really, no matter what we do, it comes down to that.

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Speaker 22

 So we took it back with our creative team. We got to thinking about how to represent that in a way that works across different mediums and would work specifically for an event like this, where there are lots of moving parts and pieces. It’s digital, it’s print, it’s a little bit of everything. So put some thought towards that. And we ended up coming up with, I think we first showed you maybe four solutions. So lots of solutions with fun names, fun colors, some mood board inspo. But all of them really came back to that idea of we are here to highlight the women that we’re celebrating. And I think especially where we ended up landing, there’s a lot of back and forth on how to make it perfect. But it really does kind of bring that to fruition, specifically with using the literal spotlights and kind of this almost art deco leaning aesthetic. We talked a little bit about modernity, as well as kind of to the past. So that was sort of where we found the balance there. But it was, yeah, there was a lot and it just kept growing because we were more and more interested and we just wanted to add more.

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Speaker 24

 And you could tell it, you could tell how invested you all were in exactly that, the mission. Everything that we saw always had an inductee in, you know, kind of in the mock-up, showing how we, you know, this would be a platform for the women’s stories themselves.

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Speaker 24

 I think the spotlight is the most important and most genius part of what you all did.

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Speaker 24

 itself, which of course as a marketer, right? Kind of the core of all this world. To me, you know, as a client, I love being on the client side as a marketer by trade. When I saw the work and the four options, I remember that one, the one we ended up choosing, it gave me this feeling of, ah, there it is. And there’s no logic behind that. There’s really not a lot of kind of ones and zeros going on. It’s just a feeling. And that’s what the work does. It gets you to this place where it communicates beyond words. That mark of the spotlights is exactly our mission. Shining a spotlight on these women, sharing that spotlight from, if you’re coming to the hall, exactly that. We’re deflecting to these women. It was perfect. And then the elegance of all the other kind of brand elements around that. From the, I don’t know, iconography, is that the right word for it? You mentioned Art Deco, but the little touches you’ll see in our program, for example, just these beautiful line drawings. You did a beautiful line drawing of our hall itself, which is in Seneca Falls. Come visit. It’s great.

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Speaker 24

 You could tell that you had put the work in to say, what is all of the iconography that this organization kind of owns? A building, right? But really, what is it about? And it’s so much more than a building. It is these stories, these women and their achievements. So the metaphor of shining that light is perfect. I also just appreciated things. I mean, I’m a font nerd. So I personally loved whoever went through the hundreds of fonts you could have chosen. It hit the mark perfectly. We needed elegance. We needed timelessness. We were an organization founded in the second wave of the women’s rights in the late 70s and late 60s, really. And now it’s 2026. And what does this look like in 2056? This mark, if they stick around with it, they could use it that entire lifecycle. And it would be that timeless, elegant, while staying fresh. Look, you just nailed it. And again, I just want to thank you because you could tell that the passion you have for the mission came through in the work. I remember feeling the texture of everything you designed, from the invitations to the mock-ups of just envelopes. Everything even digitally looked delicious. It’s so important. We are trying to live up to the kind of reputation of these incredible women and their achievements. And it needed to look legit, and it did, brilliantly.

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Speaker 22

 Thank you. Honestly, just being able to pull it together and something that’s a little more visual, I think it’s helpful, especially for folks who really own the brand in some way to be able to see how this can be executed and really get that excitement and that vision for it. And I mean, I think every designer loves a mock-up. A good, nice mock-up with

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Speaker 22

 your mark is always exciting. It kind of brings it to life. But it’s definitely a wonderful cause to work with. And even you mentioned the font. That was a nice conversation. I don’t know that everyone can have a really specific conversation about fonts, but we ended up customizing that font because of some of the conversations we had. Specifically

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Speaker 22

 that Serif, just going in and adjusting some of the lines to really fit well with our spotlight mark. And again, part of the passion in that back and forth was being able to have the conversations of how can we better this? How can we push this a little bit further? That’s a lot easier.

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Speaker 24

 It’s a board. It’s a board. A lot of us had opinions about what should be and shouldn’t be. And you really handled that brilliantly. I give you a lot of credit, Heather, for the client-managed part of this. You manage this brilliantly. But really, you allowed us to come to a consensus. And the reason you did that is you listened to everybody. Even if we were all saying five different things, which on some phone calls I think we might have been, as all clients are. But we found a middle ground and helped the board and everyone who was on this committee make decisions, move forward. And I also think if this is an okay place to take the convo, we struck a wonderful balance between a gendered brand. This is a women’s hall of fame. But it’s also a national women’s hall of fame. It’s meant for everybody to engage with. And so the use of not using pink, it wasn’t even on the table. From the beginning, you didn’t pigeonhole us into this kind of women’s issue. You allowed us to elevate this brand to something that really spoke universally about what we’re trying to do, the core of it. And that matters.

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Speaker 22

 Yeah, it was a big topic of conversation throughout. Just even balancing

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Speaker 22

 womanhood versus femininity. And we have a lot of women that may not identify with the pink and the bubbly. There may be some people who identify less as femme, even though they identify as women. So just kind of keeping that identity around. Spotlight for women, but it is for everyone. It’s for the men that show up. It’s for the women that are being inducted. It’s for everyone and anyone who is coming to celebrate. So definitely that was a big part of the conversation, is not making it an

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Speaker 22

 overly feminine brand, but not being afraid of that either.

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Speaker 24

 It’s a fun balance to strike. I’m happy I asked that because I didn’t know that. I know it now because it really does. I always say, “Ladies and gentlemen, and those between and beyond.”

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Speaker 24

 Because that’s the world today. 2026 and beyond. And I always say we are a hall for all women. And that is reflected in our inductees. And so the brand had to be umbrella enough for all of them. And it really is. And allowed us again to think about our future as we look to the future of the organization, our digital presence. You set the bar really high and we just want to keep going. Really?

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Speaker 18

 Yeah. Well, Shannon wants to keep going too. She’s like, “What else can I create? What else can we do?”

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Speaker 24

 And I got to say, I got to give you credit. It touched every single touchpoint of this event. From the minute you got the invitation, that was all from the mailed invitations were like.

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Speaker 18

 Oh, they were. We were so… That we just have to say thank you for allowing us to create. Because that’s what the team when we were creating it, they’re like, “Well, we want

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Speaker 18

 gold embossing and all these different things. And

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Speaker 18

 let’s see what we can create.” And so it has that rich feeling to it.

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Speaker 24

 There’s layers, textures. We’re talking paperweight. The decisions at every single point were stellar. And when that invitation came, even someone who’s seen it a hundred times on a PDF and approved it, I had chills. And it’s what we wanted our guests to feel. We want you to come and have an experience and listen to these stories that you will never forget. It is the most important thing that the hall does. No pressure. Yeah. But you helped us elevate it so that from the invitation to the website they got onto to when they arrive at the event, they’re given their program, that thing is a work of art. Every pixel is Flynn and it’s just extraordinary. Every detail. And that’s where the details become

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Speaker 24

 the sum of the whole. It is the details that matter. So thank you. And I want to thank you individually for all the work you did and Heather, everything you did on behalf of all of us at the hall, but especially on behalf of our inductees. You’re part of our effort this year to help tell their stories and celebrate them. And yeah, would not have been possible without you.

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Speaker 18

 Thank you. Thank you. No, this was a fun process. And I do think one of the things from a client perspective that we don’t see often that was really fun in this was the conversations together. So it felt very collaborative. You know, we get on a call and like you said, there might be four or five voices, but it felt very organic and natural. And everyone was very respectful of one another and listened to this perspective. And it felt like every time we got a call, we’re like, okay, here’s what we do next. And there wasn’t a lot of spin, which was really enjoyable, you know, and kind of working forward. And so it was a very respectful, fun, collaborative experience, too, in addition to the work being great.

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Speaker 24

 We’re all volunteers here at the hall. You know, we’re here for the mission. We’re here because we feel like, oh, somebody’s got to. And what is it? Harry Potter, Patronus, Monet, my healthy me. And that’s why I’m here. I’ve been in the board for two years. And as a marketer, you know, I can really appreciate the impact of this work. It might seem like, oh, it’s just an invitation. Oh, it’s just a brand for an event.

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Speaker 24

 It really goes into, again, people’s perception of us branding is reality. Branding is about the perception someone has of you. It means everything. It’s a first step towards winning their trust, getting them to understand the halls mission and hopefully become supporters, members, donors. But first impression being, again, legacy, elegant, delicious, rich, textual. I can just go all day with how great designs work. But relevant and just appropriate. You really struck a wonderful chord. And it gives us the leeway and the momentum we need to get this support. Because we are a 50-year-old organization, but I think the next 50 years is the most exciting for them. I think about our digital storytelling opportunities we have with social media, with younger generations. And I know my fellow board members share that vision. And this was a very elegant way of us to kind of elevate our brand at this moment, you know, in the organization’s history. And it’s such an important time. Again, no pressure.

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Speaker 18

 Shannon, you’re stuck with her now.

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Speaker 24

 Can I see some questions?

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Speaker 18

 Yes.

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Speaker 24

 First and foremost, why did you say yes? No, okay. What was it on your mission that made you say, you know what, we’re going to do this and we’re going to be very generous with our time as we do this.

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Speaker 18

 Yeah, I think for me, I know I talked to you first, and hopefully it came through the first conversation we had when I was like, please let us work on this.

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Speaker 18

 Is everything you talked about is shining that spotlight on what women have done. And everyone who knows me knows I very much like women in sports is always been my thing and promoting women in sports. And I have a nine-year old and, you know,

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Speaker 18

 I’m 40 some years old, and I still remember being a kid and it was like, well, women can’t do that. Or, you know, men, you know, that’s a male career or male-dominated field. And that wasn’t that long ago. So I think to be able to raise a daughter in a world where women can truly do anything. And like you said, to me, it’s a lot of the stories and women we don’t know about. And you could easily every year induct 10 famous women. And you’d probably get them to donate a lot of money. And the hall would be doing very well. But I love that it’s shining a light not only on those famous women, but the women that nobody knows about. And to me, that is really powerful. And as an agency, we are female-led agency

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Speaker 18

 with Katie Flynn. And so it’s very important to us to also support women and women in business and female organizations. And I know you were like begging and saying, like, when you get on the phone with her, please tell her how much I want to work on this.

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Speaker 22

 Well, I think I’ve been incredibly lucky in not just my life being surrounded by strong women, but also my career. I’ve been really lucky to work with people like Katie Flynn, like Heather, just a lot of folks in my circle have been really strongly present women. And I think as you go out into the world more and more, you realize that’s not the opportunity that everyone has. And so being able to be a part of something that now provides this ability to show off these strong women and what women are able to accomplish for those who don’t necessarily have the same opportunities that I’ve had is super exciting. I think also just the idea of, you know, your mission isn’t just built around, let’s like celebrate some women. It is diverse. It’s big. It’s just a very accepting hall. And so I think that itself spoke to me as well. So being able to work with something that I

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Speaker 22

 personally feel passionate towards, but also something that can shine a light, going back to shine a light for other folks around who may not have the same access or opportunities or may not hear the same stories that we do. Anything we can do to amplify it’s just really exciting to me. So I was ready to go, ready to jump in. And I think pretty much everyone here, our other art director, Allison, she

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Speaker 22

 was itching to get in on it. And so she did a lot of the social, the email was hers as well. Some of the design there. Gorgeous. So I think all of us, but especially the women on the team, were just itching to be a part of something great or something that makes feel like we’re doing something for the overall good.

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Speaker 24

 Well, marketing doesn’t always get to change the world. Projects don’t always get to do anything but make other people richer, which is okay. I always say

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Speaker 24

 isn’t everything, but everything is marketing. We are surrounded by it. It is kind of the language of our modern age. A lot of people don’t really get to look at marketing with anything but just blind acceptance. When you work in the industry, or you’re like me, you’re a natural skeptic, you become very skeptical of all marketing.

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Speaker 24

 Because everyone sees it, everyone sees Bill Moore, they all think they have an opinion, they all think they’re an expert in marketing. When you get into it, you understand that there are a lot of decisions that go into every single choice that’s made. Color, font, everything. Positioning, what to omit is a huge decision. I could appreciate every single decision you all made. It was in the brand integrity point of view, what does this brand need? Because we had an old brand. You were creating a new event brand underneath this other brand. What you did is allow us something that worked alongside it, and it’s going to allow us to transition away from that old brand in a very good cohesive way. That was intentional. It was perfect what we asked for, but also many, many things that we didn’t know we knew. That’s the expertise, that’s the vision, that’s why we love Quinn.

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Speaker 24

 Thank you for everything.

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Speaker 18

 You brought up a great point too, is there’s a lot going on in the world right now, and everything, because we have so much access to digital, everything, everything seems horrible. And it just was a really… But yes, it’s like every time, yeah, it’s like trauma. Every time I open

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Speaker 18

 anything, it’s like, “Oh, this happened today.” And I think that people just need more happy, and this was a fun opportunity. The Women’s Hall is

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Speaker 18

 a great opportunity to just do something happy and positive and bring some light to the things that are going on in the world that aren’t getting that light shown on them.

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Speaker 24

 The counter-programming, I always call it. That’s my personal mission in life. I always listen to the great poet Mary Oliver, and she says, “To pay attention is our endless and proper work.” And I think what I do as a marketer, I grew up in the startup, I grew up agency like this, and I now use my skills for good. I do a lot of work in non-profits, including this board position, and it’s because I think we all have skills when we are able to create attention. That’s a skill. Politicians take advantage of that skill, so do dictators. And so you can see the power of earning attention. When you can use it for something like this, I think it unlocks, hopefully something in all of you. I hope if you’re watching, it unlocks something, because I think marketers are some of the smartest, most capable people I’ve ever met. Creative. Look at this. Hello. Is this real?

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Speaker 18

 I know. I’m like, “Can you come back next week? This will be great. We can talk about…” Yeah.

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Speaker 24

 I think we can do it as well. So, be the player skills for things like this. I think we’re unstoppable. And so thank you again for giving us your talent, your expertise, your time. Hopefully you’re not sick of us, because…

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Speaker 18

 No, there’s more work to do.

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Speaker 24

 And the hall’s mission is timeless. So again, I hope in 50 years, when we’re all old and we’re coming to the ceremony, we’re like, “Remember the day? Remember MailChimp?”

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Speaker 18

 Yeah, MailChimp won’t exist anymore. It’ll be just zip into my brain.

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Speaker 18

 Yeah, you’re like, “No. Yes. No, it’ll be good.” But honestly, thank you so much for partnering with us. We’ve had an absolute blast.

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Speaker 24

 It was great. It was great. I wanted to make sure the whole world knew how great you did. And I want you all to check it out. Look at all the different designs. I wanted to ask you, and this is a little bit, maybe hopefully not too late, were there any Easter eggs that you wanted to share about these designs? Anything that you wanted to share with us, as you were building into it, that from the naked eye you may not notice. Because again, there are so many decisions that went into it. Is there anything you want to take this opportunity to brag about?

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Speaker 22

 I don’t know that it’s necessarily hidden designs, but we definitely incorporated a lot of design. So really just being able to pull one brand and try to break it into little pieces. So as we were building it out, it’s not just like, “Let me create a logo.”

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Speaker 22

 It can become a badge that can become a pattern. So we did the logo within the pattern. We’ve done other patterns that work as well. So less of like hidden nuggets and more of just like trying to make this a brand that can continue to expand and expand and expand while feeling cohesive. That was like, one of my biggest goals from the start is we’re not making a logo. We’re building a brand. So really trying to do that. And yeah, I don’t know, beyond the little like lights shining and things like that. I don’t know that there’s anything too secret of a hidden, but if you find something, let me know.

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Speaker 24

 I don’t think the public would see because this is only an internal docs, where the names that you use, the colors that we chose in the hall, if you don’t know, sits on the canal in beautiful Seneca Falls. And so we had a canal blue.

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Speaker 22

 Yes, this is a great color. Seneca Falls blue. Got red curtains for our event. Naming colors is so fun. I think that if you’ve read the colors, it’s like that. Like I can do whatever I want. And they’re super fun. And being able to connect them to things that are important pieces of the hall is a little more fun. You get to dig in and do a little research and you don’t get a sense of your

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Speaker 24

 thinking as to why you chose the colors helped us understand it. And we were all just talking about it.

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Speaker 22

 It

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Speaker 22

 also makes it easier to talk when you’re talking about a piece like, oh, could you change the canal blue to the Seneca blue? Right. It just does. It helps give a little bit of a flow. But

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Speaker 22

 anything we can add personality to.

[01:25:09:23 – 01:25:10:03]

Speaker 24

 I

[01:25:11:06 – 01:25:15:07]

Speaker 24

 love it. I love it. You guys are rock stars. Thank you so much. And thanks for having me too. What a great time.

[01:25:15:07 – 01:25:19:23]

Speaker 18

 Yes. Well, thanks for coming to Rochester. Yeah. Yes.

[01:25:19:23 – 01:25:20:17]

Speaker 24

 Shout out to Craig.

[01:25:20:17 – 01:25:23:18]

Speaker 24

 Thank you. You guys were the first stop I made when I landed.

[01:25:23:18 – 01:25:24:19]

Speaker 18

 Yes, we love that.

[01:25:24:19 – 01:25:30:16]

Speaker 24

 Wish us luck. We’re going to go and duck a whole bunch of amazing accomplished and you guys will be there.

[01:25:30:16 – 01:25:35:03]

Speaker 18

 Yes, we’re really excited to get to join and celebrate and have a blast.

[01:25:35:03 – 01:25:46:10]

Speaker 22

 We do a little plug. Go visit the hall or donate. Yeah. We’re talking about all the things going on in the world and make yourself feel like you’re part of something greater.

[01:25:46:10 – 01:25:46:21]

Speaker 3

 Yeah.

[01:25:46:21 – 01:26:11:07]

Speaker 24

 Can be part of the women’s history. We’d like to say it’s women’s history in the making. And I like to think it last plug I’ll say is hopefully all of our inductees help you feel like your contributions are extraordinary. That’s the whole point of the hall is that we are all not only connected to history closer than we ever thought we ever were in the ways that these women’s achievements are affected our lives, but we also too are just capable of anything. And I hope that’s the

[01:26:11:07 – 01:26:16:20]

 (Music)