ABOUT

### Concept

At Studio Lutalica, we’re drawn to organisations that are quietly reshaping the rules. The Alliance for Feminist Movements (AFM) is a global initiative bringing together governments, women’s and feminist funds, civil society organisations and grassroots movements to push for better resourcing of feminist work worldwide.

AFM were in the middle of a refresh and needed more than “just” a new website. They wanted a coherent brand and digital home that could:

- Reflect their role as a serious, convening force in global funding spaces
- Stay welcoming and accessible to movement partners and activists
- Support work across multiple regions and languages

Our shared aim was to build a brand and WordPress site that felt calm, credible and collaborative, while still holding the urgency of AFM’s mission to close the funding gap for feminist movements.

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#### Branding

We began with research into AFM’s ecosystem: how funding flows (or doesn’t), who sits around the table, and how feminist movements talk about their work. At Studio Lutalica, we always start here so that the visual identity grows from the politics and the people, not the other way round.

The branding we developed balances formality with warmth:

- A restrained colour palette that feels grounded and professional, with bolder blocks to highlight key actions and content
- A clear typography system that supports reports, policy pieces and web content without competing for attention
- A formal stylesheet and design system so AFM and their partners can keep applying the brand consistently across documents, presentations and digital assets

Instead of relying heavily on photography, we used colour‑block compositions and simple graphic structures. This avoids the equity and representation issues that can come with stock imagery, and makes sure AFM’s words and analysis stay front and centre.

#### Website

On the digital side, Studio Lutalica designed and built a fully custom WordPress site for AFM, shaped around clarity, accessibility and multilingual use.

Key decisions included:

- **Simple, predictable navigation** so busy funders, movement actors and institutional partners can find what they need quickly
- **Modular content blocks** that AFM can reuse across pages, helping them add new sections or languages without redesigning the whole site
- **Site‑wide search and filterable resource libraries** to surface reports, news, analysis and tools for different audiences
- **Multilingual support** (including English, French and Spanish) baked into the build, so the site can grow with AFM’s global work

Behind the scenes, we supported AFM with hosting setup on WP Engine, migration planning and practical guidance on security and performance. At Studio Lutalica, we think of this as building the digital infrastructure that allows feminist movements to focus on organising, not on fixing their CMS.

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### Results

The collaboration between AFM and Studio Lutalica has led to:

- A cohesive brand identity that feels recognisably AFM across reports, the website and future communications
- A multilingual WordPress site that makes it easier for donors, governments and movement partners to access AFM’s analysis and resources
- Stronger discoverability for research and updates through search and filtering, supporting advocacy and funding conversations
- A modular, maintainable design system that reduces long‑term costs and gives AFM the capacity to expand content, languages and initiatives with confidence

At Studio Lutalica, our goal is always to leave clients with tools that outlive the project. For the Alliance for Feminist Movements, that means a brand and website that can keep growing alongside the coalition itself, helping them advocate for resourcing that truly matches the scale and ambition of feminist movements worldwide.