The Ethel

Launched in 2020, this website and companion email newsletter is designed to give older women a voice and to empower them to express themselves and feel heard. Written by women, this product aims to smash stereotypes around aging by helping women live their best lives whether they are 55 or 95. Named after AARP’s incredible founder, Ethel Percy Andrus — a tireless advocate for elder rights — The Ethel’s overriding goal is to challenge the notion that older women become invisible in our youth-oriented society. The scope of my work as the design lead from launch through early 2021 was: creation of the brand and logo, visual design of the website and email newsletter, art direction of assets, working with developers — both prior and post launch.