Embrace Her Lead is a non-profit organization inspired by founder Shalini Tripathi’s own experiences after moving to the States from India. She saw a major gap in the resources available to women of color. Embrace Her Lead provides resources and mentorship to women of color to help push progress in all facets of life: professional, mental health, emotional health, and personal growth.

While Shalini and the EHL team have a strong vision in mind and the proper resources, tools, and strategy to execute, they noticed the lack of strong branding on social media. Essentially, the inability to build a tight-knit EHL community was impacting the brand’s ability to increase brand awareness and create further impact.