We created a brand system based on three core principals: energy, connection, and progress. These three unifying ideas represent the spirit of teenage girls and the role that the Girl Effect will play in their lives. Through pattern, imagery, and layout the system is used in a wide range of applications including print, digital, and events.

During the design phase of the brand re-design, we traveled to Rwanda and Ethiopia to collaborate with teenaged girls. We shared with them the working look and feel of the brand and gathered inspiration to infuse their energy into The Girl Effect palette of patterns and colors.

Art Direction // in collaboration with Karen Koch
Photography // Melodie McDaniel & Jane Hahn
Agency // Wieden+Kennedy
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