K+W launches Known For campaign for Women in Engineering Week

K+W and KWRE launched Known For during Women in Engineering Week to spotlight eight women engineers for their character, contributions and impact, not just their job titles. The campaign lands as women hold 15.4% of the engineering workforce in the U.S. and argues belonging depends on recognition as well as representation.

Why it matters: - K+W says the campaign is meant to shift the conversation in engineering from representation alone to recognition, which can shape whether employees feel valued and included. - The campaign highlights a larger workplace issue: women still make up just 15.4% of the engineering workforce in the United States. - The effort argues that belonging grows when people are recognized for expertise, character and contributions, not just headcounts.

What happened: - K+W and KWRE launched Known For during Women in Engineering Week. - The campaign centers on eight engineers and what they want to be known for beyond their job titles. - The campaign asks two questions: what the engineers do not want to be known for, and what they do want to be known for. - The company invited people to watch the full Known For campaign and hear all eight stories on K+W's page.

The details: - The engineers said they do not want to be defined as "the woman engineer" or as the only woman in the room. - The conversation focused instead on being dependable teammates, thoughtful leaders, trusted problem-solvers, mentors and innovators. - The women described themselves as conscientious, driven, hardworking, curious, compassionate, resilient, funny, fiercely loyal and committed to making a positive impact. - Outside work, the engineers are runners, hikers, gardeners, travelers, artists, snowboarders, parents, volunteers, home renovators and lifelong learners. - K+W said those interests reflect the same curiosity, perseverance, creativity and sense of purpose the engineers bring to their work.

Between the lines: - The campaign is a branding effort, but it also functions as a culture statement about how technical workplaces define credibility. - The message pushes back on the idea that diversity efforts end with hiring more women. - The framing suggests retention and belonging depend on whether companies make room for identity, skill and contribution at the same time.

What's next: - K+W is directing viewers to its page to watch the campaign and hear the full set of stories. - The company is positioning Known For as an ongoing conversation rather than a one-time Women in Engineering Week message. - The broader test will be whether this kind of recognition changes how engineering teams talk about value and inclusion.