Girl Up wanted to spread its message of women’s empowerment but needed help getting there. So we partnered with it to help publicize its powerful impact through different initiatives.
We started with their STEM efforts. Research showed us that social impact was a huge factor for girls when choosing their career paths, so we partnered with Girl Up to create a program: Social Good. The program demonstrated the social impact girls can create through STEM careers. To raise money for the program, we developed a pitch deck which led to a 25% increase in funds for the organization and financed this initiative.
Next, we rebranded Girl Up with a new strategic positioning, focusing on gender equality, and created a new brand guideline, logo, style guide, mission statement and collateral. Then, freshly rebranded, we helped produce “Time to Rise,” a powerful spot featuring actress Corinne Foxx, TV host Nigel Barker, his daughter and a chorus of Girl Up girls reciting the poem “Invictus,” redefining its iconic depiction of masculinity and giving Girl Up a post-election moment in time to elevate its message.
Girl Up’s new branding
“Time To Rise” video
Her Gen z World
We also worked with Girl Up and BAV Consulting to globally survey 3,500 Gen Z girls about topics surrounding gender equality, their worldwide impact and more. The world needs to hear Girl Up's message and we’re here to help continue spreading it.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.