Forming
Impact
Forming
Impact
Timeline
2024 - 2 months
Team
Just me, designing and developing
Outcome
Brand as the connective tissue of community.
Context
Context
Context
Forming Impact is a global network for entrepreneurs and changemakers. They bring together ambitious people working on meaningful problems, creating spaces for collaboration and connection across continents. The organisation hosts intimate gatherings in carefully selected locations, from Necker Island to Davos, designed to foster deep connections and catalyse impact.
Forming Impact is a global network for entrepreneurs and changemakers. They bring together ambitious people working on meaningful problems, creating spaces for collaboration and connection across continents. The organisation hosts intimate gatherings in carefully selected locations, from Necker Island to Davos, designed to foster deep connections and catalyse impact.
The problem
The problem
The problem
Forming Impact had grown into a thriving community, but its brand and digital presence had completely disconnected from the reality of what it had become. The website felt outdated. Event information scattered across platforms. Members relied on fragmented communications.
Prospective members struggled to understand what made the community worth joining.
The core issue wasn't visual. It was experiential. Everything about the organisation's actual value was missing from how it presented itself.
Every morning, reps started from scratch.
They’d spend the first part of their day explaining who they’re looking for: criteria, company size, industry, role. Then they’d scour the data. Then they’d research each prospect individually. They’d jump to LinkedIn to verify freshness. They’d check the company website to confirm technologies.
They’d map the buying committee. Then they’d draft the outreach.
This entire cycle happened every single day. By the time they were ready to reach out, they’d already context-switched five times and lost focus.
Every morning, reps started from scratch.
They’d spend the first part of their day explaining who they’re looking for: criteria, company size, industry, role. Then they’d scour the data. Then they’d research each prospect individually. They’d jump to LinkedIn to verify freshness. They’d check the company website to confirm technologies.
They’d map the buying committee. Then they’d draft the outreach.
This entire cycle happened every single day. By the time they were ready to reach out, they’d already context-switched five times and lost focus.
What we learned
What we learned
What we learned
Through stakeholder workshops, three patterns emerged:
We started with a full discovery phase.
We ran a big round of user interviews to understand the actual workflow of reps when they were searching for leads, prospecting, and qualifying prospects.
We weren’t looking for solutions, at this point. We were looking for pain points.
Where did the time actually go? Where did they get stuck?
We started with a full discovery phase.
We ran a big round of user interviews to understand the actual workflow of reps when they were searching for leads, prospecting, and qualifying prospects.
We weren’t looking for solutions, at this point. We were looking for pain points.
Where did the time actually go? Where did they get stuck?
01
01
Community is built on places, not features.
Members' strongest memories weren't tied to event schedules or abstract concepts. They were tied to specific locations. The flamingos of Necker Island. The cabanas overlooking water. The alpine cottages of Davos. These places had become part of the community's shared identity, but the website made them invisible.
02
The brand serves three different audiences with different needs.
Members wanted recognition and belonging. Prospective members wanted aspiration and clarity about what membership meant. Partners wanted credibility and proof of scale. A traditional rebrand would have optimized for one audience and disappointed the others.
Reps had plenty of leads. The problem was noise. They spent hours manually filtering and prioritising just to disqualify prospects that didn’t fit.
03
The real organising principle was emotional resonance, not information architecture alone.
Every event was treated the same way - a listing, a date, logistics. What was missing was the feeling of why that place, at that moment, mattered to the community.
Designing the brand system
Designing the brand system
Designing the brand system
Rather than designing a website, I designed a system that would make the community's actual identity visible.
The key principle was to use place as the primary organising element of the brand. As the core connective tissue between all three audiences.
For members, place would trigger recognition and memory. For prospects, it would offer a sensory preview of membership. For partners, it would communicate the caliber and intentionality of the organisation.
The system needed three layers to solve these problems at once.
A data layer that ingests behavioural and buying signals from LinkedIn and the CRM. What reps search for. Who they add. Which deals they’re working. This data becomes the foundation for everything else. It answers Learning 01 because it’s verifiable. Real data from real sources.
An ML layer that learns patterns from that user history. Over time, it understands which prospects matter to each rep, which buying signals correlate with deals, what a good lead actually looks like for them specifically. This is how we solve Learning 02. Not by showing everything. By learning what matters and prioritising ruthlessly.
An AI layer that sits on top and adds context. Why this account? How to engage? What’s the right message? This is the layer that brings it all together and solves Learning 03. Instead of reps jumping between tools to answer these questions, the AI surfaces the answers directly.
The system needed three layers to solve these problems at once.
A data layer that ingests behavioural and buying signals from LinkedIn and the CRM. What reps search for. Who they add. Which deals they’re working. This data becomes the foundation for everything else. It answers Learning 01 because it’s verifiable. Real data from real sources.
An ML layer that learns patterns from that user history. Over time, it understands which prospects matter to each rep, which buying signals correlate with deals, what a good lead actually looks like for them specifically. This is how we solve Learning 02. Not by showing everything. By learning what matters and prioritising ruthlessly.
An AI layer that sits on top and adds context. Why this account? How to engage? What’s the right message? This is the layer that brings it all together and solves Learning 03. Instead of reps jumping between tools to answer these questions, the AI surfaces the answers directly.
What we built
What we built
What we built
Horizon.
Horizon is an AI engine that learns a rep's ideal customer profile (ICP) through both manual input and behavioural analysis. It watches what they search for, who they add to their CRM, which deals they're working. The machine learning layer learns their pattern without them having to describe it every single time.
But Horizon isn't just a recommendation engine. It's designed to solve the three problems we found in discovery.
Horizon.
Horizon is an AI engine that learns a rep’s ideal customer profile (ICP) through both manual input and behavioural analysis. It watches what they search for, who they add to their CRM, which deals they’re working. The machine learning layer learns their pattern without them having to describe it every single time.
But Horizon isn’t just a recommendation engine. It’s designed to solve the three problems we found in discovery.
Horizon.
Horizon is an AI engine that learns a rep’s ideal customer profile (ICP) through both manual input and behavioural analysis. It watches what they search for, who they add to their CRM, which deals they’re working. The machine learning layer learns their pattern without them having to describe it every single time.
But Horizon isn’t just a recommendation engine. It’s designed to solve the three problems we found in discovery.
01
01
A brand system
This meant creating a visual language that was grounded in the real locations where Forming Impact gathers. Hand-drawn illustrations of each space, capturing not abstract concepts but specific details: the quality of light, the texture of a place, the feeling of being there.
Each event received a bespoke illustration inspired by its location. That illustration became the visual anchor for everything: the event page, email communications, member resources, social content. The same illustration system worked across all three audiences because it was grounded in something real.
02
02
A central hub - company website
A redesigned website structured as the central destination for everything Forming Impact. I built a content management system that allowed the team to operate it independently without needing engineering support. Using required fields (event name, narrative, location image, date), the CMS ensured consistency at scale while making it simple for non-technical team members to add and manage events.
On the public-facing side, hero imagery of location composites and galleries showed the breadth of experiences and the network's reach. For members, full event details, resources, and connection opportunities. The same visual language and illustration system held across both layers, making the experience coherent whether you were exploring membership or deepening your participation.
We don’t show reps every possible lead. We surface the prioritized few. Each prospect comes with buying signals explaining why they matter right now. We rank recommendations based on buyer readiness and ICP fit. Reps spend their time on real prospects, not filtering noise.
The outcome
The outcome
The outcome
After launch, the shift was immediate. Members started sharing event pages, citing the visual design as the reason Forming Impact felt different from other networks. Event registrations increased. The team could now manage events independently without waiting for design support.
After launch, the shift was immediate. Members started sharing event pages, citing the visual design as the reason Forming Impact felt different from other networks. Event registrations increased. The team could now manage events independently without waiting for design support.
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Let’s have a conversation.
hello@nasrien.com
© 2026 Designed by Nasrien
•
Made with Figma and Framer.
Let’s have a conversation.
hello@nasrien.com
© 2026 Designed by Nasrien
•
Made with Figma and Framer.