SheSaw: Discover Women History

  • 2021

  • Social Impact

Designed By:

  • Mo Works
  • Mo Hamdouna, Creative Director
  • Andrés Herrera, Lead Designer
  • Melissa Davis, Creative Writer
  • Daniela Abril, Account Manager

Commissioned By:

Donna Fisher, Founder of SheSaw

Designed In:


Women’s stories throughout history are often missing from tours, travel guides and history books. SheSaw exists to tell these untold stories and make it simple for anyone to learn about them. What started as physical tours, SheSaw is now a mobile app and initiative of education, positivity and women empowerment.

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Image: Mo Works
Image: Mo Works
Image: Mo Works
Image: Mo Works
Image: Mo Works
Image: Mo Works
Image: Mo Works
Image: Mo Works
  • MORE
  • The challenge was digitally transforming and rebranding a traditional physical tour business to include a mobile app with innovative technology showing women history makers through augmented reality pins all over the world. What was previously a dull, visually unappealing brand is now a fresh, eye-catching design and complete brand with the ability to evoke excitement and emotion. We digitally transformed SheSaw as a business to be innovative and scalable with a complete brand, website and app with a great user experience - able to create awareness of female history makers and empower women and close the gender gap.

  • We delivered a complete brand, website and app that is consistent with the vision of the company. We developed an engaging UI Kit and Icon System that improves the design workflow, unified in its style. The design includes components that are simple and direct, yet easily modified to optimise future work. We represented SheSaw and women history makers from all cultures, ages and personalities with a set of 3D characters. The characters are used in AR applications, illustrations, advertising and communication to represent not only the brand's audience but our inspiring women that deserve a place 'on the map'.

  • Women empowerment is a human right and it is crucial for advancing development in all sectors, making communities thrive. The SheSaw brand and design encourages people to learn more about women history makers, and ultimately be empowered to create change. To further empower women and young girls globally, 10% of SheSaw profits go to UN Women. Through the AR app, SheSaw is able to give women public recognition. As you walk, AR icons appear to let you know you are walking in the footsteps of a woman who deserves to be remembered and the app will tell you her story.

  • Key features of SheSaw include the 3D characters, UI & UX design of the app and website. Our talented developers incorporated the user-centric design into an app that is both functional and visually appealing. To date, we have delivered a set of brand guidelines, assets, marketing website, app design and planning, app development and testing to ensure a quality product that will create a positive social and commercial impact. This investment in the rebrand of SheSaw has increased not only their brand awareness but also their presence within the community, government and relevant organisations. The new SheSaw was launched on the 8th of March 2021 during International Women's Day as a month-long event "Now You See Her, Now You Hear Her" as an art exhibit (sponsored by the City of Sydney). The exhibit involved specially curated art pieces of women history makers displayed on a shopfront which caught the attention of many people.