My Role
Art Director, Brand Designer & Creative Brand Strategist
Design Organisation
D&AD, Theirworld & WPP
Capabilities
Art Direction, Brand Activation, Brand Expression, Branding Identity Design, Design Direction, Design Systems, Strategic Branding & Strategic Design.
Industry Sector
Education & Not-for-Profit
The Brief
Branding a Global Movement to Change Girls’ Lives Through Tech.
A global movement is building to get more girls into school and learning through technology. Tech companies big and small are looking for ways to overcome the barriers and stigmas that prevent girls from accessing and completing their education. 33 million girls don’t go to school at all, and millions more aren’t learning and will drop out early. Mobile, social and digital technology has the power to connect girls with opportunity through learning, and in turn meet the growing demand for a skilled workforce worldwide.
Theirworld is a global education charity aiming to transform that picture, and the lives of millions of children worldwide. Both girls and technology are crosscutting themes running through all that they do, but they aren’t the only ones trying to use technology to keep girls learning. They want to connect all these initiatives together, and bring new ones on board, to make one unified, global movement.
The Challenge
Create a brand to connect initiatives, organisations, and campaigns worldwide, with the single goal of using technology to get and keep girls in school and learning. It should inspire the use of technology to benefit the most vulnerable girls in the world. And it should be an umbrella under which a diverse range of companies and groups can unite to advance the cause. You’ll need a name and identity that will work everywhere from San Francisco to Sri Lanka, Sao Paulo to Soweto; a powerful online presence; and a really big idea for the launch.
Audience Segement: On one hand, it will change perceptions amongst governments, institutions and companies. On the other it will inspire girls around the world to believe technology is a tool that can lead them to a bright future, one that they have just as much right to as boys.
The Delivery
Name: Think about the global audience. The name can be in English or any other language, or something completely invented, but it must be able to resonate around the world.
Identity: Logo, colour, type, imagery and tone of voice. Use them to create something memorable, making sure it will work for both of the audiences – the institution and the individual.
Online presence: Create a concept for the global online home of the brand. Is it just for awareness-building, or does it offer more? How do you use it to speak to both audiences? Make sure all the supporter brands have a presence there.
Brand Development
Defining A Global Brand: Brand DNA, Core Values
• Commitment • Determination • Academic
Defining A Global Brand: Brand DNA, Brand Values
• Connected • Global • Visionary
Defining A Global Brand: Brand DNA, Tonal Values
Brand Tonal Value: Distinctive
The brand will resonate aesthetically, a symbolic and distinct brand identify system, which is both easy to acknowledge and distinctly reflects a global brand for a globalised audience, though its visualisation and expression.
Distinctive Moodboards
Brand Tonal Value: Bold
The brand will resonate aesthetically, a symbolic and distinct brand identify system, which is both easy to acknowledge and distinctly reflects a global brand for a globalised audience, though its visualization and expression.
Bold Moodboards
Brand Tonal Value: Clear
The brand will be both iconic and distinguishable for its cause and its aesthetical brand attributes, through an established visual branding signature.
Clear Moodboards
Designing A Global Brand: Design Inspiration
Geometry & 2D graphical design elements are symbolic in reference within identifying environments as design language in commutation blueprint toward a ‘globalised’ segment, both design components simultaneously show representation of a global audience through their design forms, this is apparent through the design and formation of regional & international flag designs.
Design Inspiration: Style Boards
Brand Naming
Girl
• It's Bold • It's Clear • It's Easy to Resonate Globally
Brand Positioning Statement
A Female Focused Global Education Charity Brand
• Clear Vision • Efficiently Outlines the Brands Mission
A Global Brand
Metalic Water Bottle
T-Shirt Apparel
Full Girl Case Study Launching Soon...