The project brief called for a reinvigoration of the brand story. There needed to be more precision and clarity to the brand mission and the way it was being channeled. The solution would be need to be honest, rousing and propelling.
It was concluded that the name “become the best version of yourself” whilst capturing the spirit of their mission, didn’t fully deliver a successful portrayal of the organization's efforts. With working together with girls on a one on one basis being such a central part of their work, the name Girl Project was introduced.
There’s a sincerity to it’s straightforwardness. The logo's colours took on more character with more warmth and better contrast. Typography was tightened, stepping away from script based typefaces to bring better legibility at various sizes.
The brand mark itself is loose and expressive, bringing to mind a smile or a girl about to take flight. Both the lock up and brand mark were introduced in 2019.
* As of 2021 the founder Lisa Staal decided to end the charity.