Regular content no longer cuts it if you want to stand out in a digital world where attention spans are dwindling. You need visual storytelling that creates an emotional connection with your audience. Flow Communications helped the Women Presidents Organization (WPO) achieve exactly that.
Over 12 months from June 2024 to May 2025, Flow partnered with the WPO to reimagine the organisation’s visual communications. The aim was to strengthen its visual identity across its social media platforms and ensure that the content reflected the high calibre, diversity and international reach of the WPO’s members – women who lead multimillion-dollar businesses.
Flow developed a multi-format visual strategy rooted in real moments, global representation and emotional resonance. Photography, video, design and layout all worked together to elevate the brand.
On LinkedIn, the WPO’s main space for leadership content, polished and professional visuals continue to lead the way, while on Instagram, high-quality video content in the form of Reels, Stories and striking photography remains a focus. Strong designs on Threads, Facebook and Bluesky enhance visual impact, reinforce consistent storytelling across platforms, and unite the brand’s look and feel for its audiences.
The results speak to the power of visual storytelling done right. Over the year-long period, the organisation’s LinkedIn followers grew organically by more than 3 400 (a 22% increase) and engagement extended far beyond the WPO’s existing membership of 2 000, reaching entirely new audiences.
All visual assets, including videos, quote cards, carousels and milestone graphics, were designed with intention. Flow focused on showcasing WPO members, board leaders and chapter chairs across nine countries. This strategy helped build trust, reflect diversity and establish an authentic connection.
“Showcasing WPO members in our images and video content brings authenticity to the brand while highlighting the diversity and leadership of the WPO community,” says Flow social media manager and content producer Melanie-Ann Feris.
A major visual content push took place during the WPO’s flagship event, the Entrepreneurial Excellence Forum, which brings together more than 700 members annually. At the 2025 event, Flow captured hundreds of photographs and filmed 79 interviews with members and leaders. Filming was done on-site to capture real moments in real time.
“The visuals brought values associated with the WPO to life – ambition, wisdom, community and leadership,” says Mel.
According to WPO chief innovation and programming officer Kirsten Wynn, it is important that the voices and leadership journeys of women who are part of platforms such as the WPO are spotlighted using an effective visual communications strategy. “When women leaders are connected to the right networks and resources, they don’t just grow their companies, they raise the bar for what’s possible.
“At the WPO, we’re intentional about building a community where one woman’s success sparks another’s. Empowerment isn’t just about celebrating wins; it’s about ensuring the structures, support and networks are there to make those wins possible.
“When women CEOs are resourced and supported, their businesses don’t just scale, they reshape industries and uplift communities,” she says.
