New York Historical
Services
Creative Strategy
Brand Narrative
Voice + Tone
Copywriting
UX Writing
Describe the image
Overview

New York Historical had already built an online education arm to bring the museum's work into more classrooms. Then the news cycle made the gap impossible to ignore: textbooks weren't just incomplete on women's history, they were failing outright.


Strategy

Women & the American Story became the answer — real historical context and first-hand accounts, with women's stories treated as the primary source instead of a sidebar. A resource asking teachers to replace what's in their textbook can't read like a museum microsite. It has to read like something built for exactly this purpose, with the authority to back it up. That meant a voice as rigorous as the scholarship behind it and as clear as the students who'd eventually read it.


Verbal Identity

The site needed to stop feeling like a web property and start feeling like a source teachers could put their name behind. Every word — voice, tone, site strategy — was built around that shift: measured where the subject demanded gravity, direct where a classroom needed clarity, and never performative about either.


Manifesto

History is only as impactful as it is objective.

Only as moving as it is honest.
Only as informative as it is whole.
Our books reveal more than the prejudices of the past.
It is in the gaps where we fail our students.

Because you can only know what you are taught.
And you can only teach what you have access to.

So the burden has fallen to teachers.
The ones who stay late, dig deeper.
Who know their students deserve the truth.

Because the stories of women are there.
We know... We’ve collected them.

Women & the American Story was built for those teachers.
To fill those gaps in history classrooms.
Freely and fearlessly.

Re-contextualizing the past through the lives and legacies of women within the social, political, legal, and cultural systems of their times.

Because history that does not acknowledge women’s situations, actions, and accomplishments is, by definition, not a full history.

When we tell the whole story, we don’t just empower teachers. We power the next generation of women.

Digital Experience

Evolving a curriculum platform teachers across the country rely on into the digital home it always deserved. From content hierarchy and navigation to color and typography, the new visual system elevates the platform’s incredible content, making it easy for users to explore and discover women’s stories and to apply them in the classroom.


Collaborators

Lindsey Parker Client Partner
Jax Jackson UX Designer
Joe Branton Digital Designer

MK Perry UX Designer
Nate Witte Lead Dev

Miles Aylward Back End Dev

Client Team
Leslie Hayes
Allyson Schettino
Kelly I. Aliano


Live Work

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