A scalable digital platform that brings structure and clarity to the brand’s growing purpose-driven initiative.
the challenge
Marshalls launched its first-ever purpose platform, the Good Stuff Social Club, which quickly expanded from a single event into a multi-city program with growing content, partnerships, and initiatives. As momentum built, there was no central place to house the experience, making it harder for users to engage and for the brand to tell a cohesive story. The challenge was to create a unified digital home that could scale alongside the program.
the insight
Women aren’t lacking ambition, they’re often lacking access to the right tools, resources, and community to move forward. With 32% reporting they don’t have access to the resources they need and 1 in 2 lacking mentorship, there was a clear opportunity to create a space that felt both supportive and actionable.
the solution
I helped create a connected digital ecosystem across two microsites: a content hub for the Good Stuff Social Club and a dedicated experience for the Accelerator Program. By defining a clear information architecture and content model, the platform brought structure to a fast-growing initiative and made it easy for users to explore events, access resources, and apply. The design balances storytelling with usability and can evolve as new programs are introduced.
the results
The platform gave Marshalls a clear, scalable foundation for its purpose-driven work, bringing multiple initiatives into one cohesive experience. The Good Stuff Accelerator Program exceeded expectations with 6,558 applications, signaling strong engagement and demand. The work set the stage for continued growth while maintaining a consistent and easy-to-navigate user experience.