Her Tech Circle

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Case Study

Customer Experience Strategy

Brand Strategy

Opportunity

Australia’s tech industry suffers from high attrition rates for women, limited leadership representation, and a lack of culturally attuned platforms that support long-term career progression. Despite growing awareness, there were few systems that provided women with structured, ongoing opportunities to connect, contribute, and lead. Her Tech Circle (formally Girls in Tech) engaged Pascal Satori to design an organisation that could fill this gap. The challenge was to design a national, scalable, and sustainable model that reflected local culture, enabled decentralised growth, and supported both emerging and experienced women in tech. The brief demanded systemic thinking, strategic design, and a clear brand.

Strategy

Pascal Satori designed Her Tech Circle as a complete organisational ecosystem. The solution included a brand identity, engagement strategy, digital infrastructure, event systems, CRM workflows, and persona-based programming tailored to both early-career and senior women. Volunteer toolkits, mentorship pathways, and content frameworks empowered community-led growth. Strategic campaigns and partnership models were created to drive relevance, visibility, and long-term value. The entire organisation was designed to be scalable, resilient, and culturally resonant; enabling Her Tech Circle to operate with connection, advocacy, and growth across the entire spectrum of the female tech workforce.

Impact

Become a high-performing national platform, with most events at capacity, strong volunteer involvement, and active digital communities

Expanded style-guide and social media assets and solidified vision, mission and brand story to ensure volunteer and audience buy-in and understanding of the organisation’s mission

Diversification of communication channels and content themes with automated monitoring and management, broadening appeal and impact within the tech industry