UN Women NL and DEGIRO Pink Chip

Problem

Despite data proving female leaders drive higher profitability, systemic bias limits companies with an immediate stock drop upon appointing a woman, keeping female CEOs at a mere 6 per cent globally.

Background

Aligned by a commitment to equity, we partnered with UN Women NL and DEGIRO to challenge the systemic bias that limits companies and penalises female leaders, for a new era of global leadership.

Ambition

To resolve the paradox where female-led companies are undervalued by the market due to bias against women on boards, and to do so within fintech, a historically male-dominated arena.

IDEA Power you can no longer ignore

We created Pink Chip: a first-of-its-kind index proving that investing in women-led businesses drives higher returns. Developed in partnership with UN Women and DEGIRO, the platform gives investors the tools to back female leaders and boost their bottom line.

A new financial tool to state an undeniable financial reality.

Role

Strategy and insight development
01

Strategy and insight development

Turned market data on the outperformance of women-led businesses into the design blueprint for a first-of-its-kind investment product.

Creative concept and naming
02

Creative concept and naming

Ideated Pink Chip to hit two targets at once: provoking the market on gender bias while delivering a high-performing investment product that proves diversity pays.

Visual identity
03

Visual identity

Balanced institutional rigour with creative standout by designing an identity trusted by Euronext and optimised to scale across diverse financial platforms.

Index development and methodology
04

Index development and methodology

Developed the index criteria, weighting methodology and underlying financial structure in close partnership with leading index provider Thematic.

Partner and platform development
05

Partner and platform development

Secured key partnerships with UN Women NL and Thematic, launching the index live on DEGIRO, Europe’s largest investing platform, to mark International Women’s Day.

Website design and build
06

Website design and build

Brought PinkChip.org to life as a polished financial platform, translating dense index data into an elegant, highly actionable user experience.

Campaign and communications
07

Campaign and communications

Coordinated the launch through an integrated campaign, generating two million impressions and 70,000 site visitors in week one.

Thought leadership and advocacy
08

Thought leadership and advocacy

Set a new industry benchmark by launching the first-ever index aligned with UN SDG 5 and formally backed by UN Women, which reframed high-performance finance.

“We found instant kinship with the team at AKQA to build Pink Chip.
I am inspired by their belief in this project and refusal to take no for an answer.”
- Brian Wey, Co-Founder and Chief Product Manager, Thematic

Result

Within two weeks, the launch campaign generated 2M+ social and outdoor impressions and 70,000 site visitors, driving 14,500+ new investors to Pink Chip companies. This surge helped fuel a 6.7 per cent stock price increase for those companies in the first fortnight. Since then, the index has climbed a further 9.48 per cent, consistently outperforming market benchmarks.

  • 6.7%

    Stock increase in 3 weeks

  • $6B

    Approx total economic growth

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