When UN Women approached Ultravirgo to provide a visual and messaging system for the "Knowledge Gateway for Women's Economic Empowerment," they had a complex web site with a great mission: "dedicated to empowering women to achieve their full economic potential." However, the site was burdened with a long name and an uninspiring design. Our analysis and recommendations produced a new name: Empower Women; a refined positioning focused on building a movement for economic empowerment; new messaging platform; and a cohesive visual system that features members of the community.