Raising awareness for the gender equity gap

Carta helps private companies, public companies, and investors manage their cap tables, valuations, investments, and equity plans. Carta reached out to me to help develop a brand for their initiative to raise awareness of the gender equity gap, Table Stakes. The Table Stakes visual identity was designed to grab attention, inform, and empower women. Using a flexible table, the visual system emphasizes the gap in compensation as well as reinforces the powerful name. The project led to 3.8M Twitter impressions, 30K website views, and 400+ event attendees.