A Place to Lead, Belong and Become
Washington Idaho Rainbow Girls (WAID Rainbow) is part of the International Order of the Rainbow for Girls, a century-old youth organization where girls ages 11–20 develop confidence, leadership skills and a commitment to service through real experience.
Girls don’t simply participate. They run meetings, plan events, manage budgets, lead service projects and learn to use their voices—supported by adult mentors who give them room to grow. Across Washington and Idaho, Rainbow also creates something harder to quantify but just as meaningful: a place to belong.
Challenge
Rainbow has a remarkable legacy. But to someone encountering the organization for the first time, that history and tradition could make it difficult to immediately understand what the experience offers a girl today.
The existing website had served the organization for years, but it no longer reflected the energy of its members or the expectations of modern families. Information had accumulated over time, navigation had become difficult, and the site needed to serve very different audiences—from prospective members and parents to current members, advisors and alumnae.
More importantly, WAID needed language that could make the value of Rainbow clear without losing the traditions that make it meaningful.
The opportunity was not to make Rainbow into something new. It was to help more people see what had been there all along.
Solution
We began by clarifying what makes the Washington Idaho Rainbow experience distinctive today: girls are trusted to lead, supported as they learn, connected through service and welcomed into a community where they can become more confident versions of themselves.
That clarity shaped a more direct, energetic voice that speaks naturally to young women while giving parents the reassurance and substance they need. The message shifted from explaining the organization from the inside out to showing prospective members and families what Rainbow actually feels like—and what girls gain by being part of it.
From there, MCBCreative worked in collaboration with Tahoe Production House to create a new digital experience with clearer pathways for prospective families, current members, volunteers and supporters. Content was reorganized, navigation simplified and the site designed to work comfortably across devices while improving accessibility and making ongoing updates easier for WAID leadership.
The result is a website that feels unmistakably Washington Idaho Rainbow: spirited, welcoming and full of personality, while grounded in more than a century of leadership, friendship and service.
It gives an established organization a clearer way to introduce itself to the girls who will carry it forward.
Creative Services Provided
- Brand Illumination™
- Website Messaging & Copywriting
- Website Creative Direction, Design & Development
- Marketing Consulting
Client
Washington Idaho Rainbow Girls
nwrainbow.org
Washington & Idaho