Case study · Brand + program

From Playing Small to Taking Up Space

Co-creator
Creative direction
Brand identity
Website

Kickstart your speaking career

Client:: Shine Bootcamp
Role:: Co-Creator + Creative Direction + Product design lead
Timeline:: Sept 2017 – Jan 2024

A 6-week speaker accelerator designed to elevate diverse voices.

Problem: We recognized a critical gap in representation: conference stages lacked diversity, especially from women of underrepresented backgrounds. Many had powerful stories and expertise but lacked access to the tools, mentorship, and confidence needed to step into the spotlight.

How we solved it: We built more than just a program, we sparked a movement. Our speaker accelerator provides women with structured mentorship, resources, and guidance to craft and refine their talks. The experience culminates in a live conference, giving each participant a real stage and real audience to share their message with confidence.

Branding

Shine Bootcamp is a space where every woman feels empowered, uplifted, and supported by a strong, inclusive community.

We wanted our brand to embody that spirit, so we crafted a visual identity that reflects it. From a vibrant, welcoming colour palette to approachable iconography and expressive illustrations, every design element was chosen to radiate encouragement, confidence, and connection.

Because when women support each other, incredible things happen.

Shine Bootcamp social media campaign graphics announcing $48,626.13 raised for bursaries, with a countdown and a ticket promotion

Website

Over the years, Shine Bootcamp has evolved through continuous learning and iteration. With every cohort we ran, we refined the experience, updating the website, incorporating participant feedback, and improving the curriculum. We even created an impact report to help raise funds and provide bursaries for women facing financial barriers.

Shine began as a weekend in-person bootcamp. We hosted it twice in Vancouver and once in Toronto. The format worked; we had built a system. We expanded by partnering with facilitators in Ireland and Seattle, growing the community and reach.

Shine Speaker Accelerator web page: Become a conference speaker, with a level up your skills section and a speaker in a yellow sweater

Three Shine website pages: a Foundations and Accelerator comparison, the program page, and the coaches page

Shine care packages with speaker badges and a handwritten poem, shown with participants and a tweet of thanks

Going online in 2020

In 2020, Shine pivoted to a fully online 6-week speaker accelerator, welcoming 64 applicants and pairing them with 13 dedicated coaches.

To bring warmth and connection to the virtual experience, we mailed personalized care packages including speaker badges, pins, and a handwritten poem reminding each participant:

“My voice is powerful. My voice has meaning.”

These boxes weren’t just gifts, they were a symbol of support, encouragement, and belonging in a year of distance.

The Shine Conference

We hosted the Shine Conference virtually twice, giving graduates a meaningful platform to share their talks with coworkers, family, and friends. All proceeds from both events were donated to RAVEN Trust, a nonprofit dedicated to advancing Indigenous justice. Together, we raised $2,000 and amplified voices in more ways than one.

As we scaled, we realized that sourcing and aligning coaches was time-intensive and difficult to standardize. We needed a more sustainable model.

In 2021, we expanded the program to include two tiers: Foundation and Accelerator. That year, 95 women completed the Foundation program.

Shine Conference graphics: 95 incredible speakers, Make your conference more diverse, and 10-minute power talks from up-and-coming speakers

Shine Bootcamp Impact Report spread: $48,626 USD pledged by sponsors and $10,474 USD pledged by Shine, with bursary statistics

The Impact Report

We created the first Shine Bootcamp Impact Report as a transparent and heartfelt reflection of the progress we made in 2021. It highlights the tangible results of our efforts: how many speakers we supported, the funds we raised, and the real difference it made in helping underrepresented voices step onto the stage with confidence.

More than just numbers, the report tells a story of community, generosity, and a shared belief in the power of diverse storytelling. It was designed to celebrate our collective wins, recognize our supporters, and inspire even greater impact through future programs and partnerships.

245 courageous women + nonbinary folks with a desire to take up space and make their voices heard

Moments from Shine

A Shine speaker presenting in front of a pink and yellow Shine Bootcamp backdrop

A large group of Shine Bootcamp participants and coaches posing together in a brick-walled venue

A Shine speaker mid-stride on stage, microphone in hand and arm raised

A Shine Bootcamp social post sharing a tweet from a past participant encouraging women to just apply

Shine Bootcamp participants celebrating with arms raised in front of the Shine backdrop

Three Shine participants laughing together on a sofa in front of a brick wall

Two Shine participants chatting beside a piano under gold balloons

Shine Bootcamp participants and coaches celebrating together

What participants said about Shine

Shine was one of the most impactful professional (and personal) experiences I’ve ever had. I have wanted to get up on stage and share my expertise for a long time, but have always found reasons to hold myself back. At Shine, I was surrounded by an incredible group of allies in a super safe, motivating space. And holding myself back just didn’t make any sense. It was a space where I couldn’t help but excel. Once you get up on stage, once you feel those supportive vibes, once you stumble, laugh, power through… you realize that you’ve belonged there all along. I couldn’t recommend Shine more for any woman with something to share.

Natasha Wahid, Head of Marketing at WiderfunnelAfter Shine, Natasha secured a keynote at CXL Live.

When Shine Bootcamp came around, I had been thinking for a while about really wanting to speak AND looking for a female mentor in the tech space. Shine provided me with both. An empowered, inspiring environment full of incredible women and leadership as well as the ability to take my speaking career to the next level. I would not only do it again but 10/10 recommend it to anybody who asked.

Amalia Fowler, Account Manager at Snaptech MarketingSince Shine, Amalia has spoken at five large-scale conferences and 40+ smaller ones.

Shine Bootcamp participants and coaches celebrating together in front of the Shine backdrop

Results

245 participants (women and non-binary individuals) joined two powerful programs: Shine Speaker Foundations & Shine Speaker Accelerator, guided by 24 inspiring coaches.
67 bursaries awarded, helping 86% of financially constrained applicants access the program.
$59,100+ raised for the Shine Bursary Fund with $48,626 from sponsors and $10,474 directly from Shine.
2 powerful conferences hosted featuring 140+ new speakers, 100% of ticket sales ($2,769 CAD) donated to RAVEN Trust in support of Indigenous justice.
All led by a mighty team of 3 women with the support of 9 generous sponsors & an incredible community, committed to breaking educational barriers and uplifting underrepresented voices.

Credits

Creative Direction + Product Design: Alejandra Porta

Operations + Content Strategist: Amy Wood

Supporting Designer: Patricia Castro

Marketing Director: Stephanie Grieser

Visit shinebootcamp.com

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