A brand identity that turns “girl power” into a structured system young women can see themselves in across sport and culture.
Challenge
Define a brand that reflects ambition and confidence for young women in sport, while avoiding the flattening effect of generic empowerment language.
Insight
The idea of “girl power” only works when it’s grounded in behavior. It needed a structure that could hold emotion without turning it into a slogan. That led to three guiding forces that I co-built with the founder: the power to play, the power to change, and the power to thrive.
Strategy
The identity was built around those three pillars, shaping every decision from logo refinement to typography, color, and photography direction. The system was designed for consistency without rigidity, allowing expression while maintaining coherence.
Experience
The visual system moved between high energy and restraint depending on context. A launch film introduced the three pillars through motion and rhythm, using narrative rather than explanation to set the tone. I redesigned the logo, updating the founder’s original design into a stronger, more flexible identity. I developed the rest of the visual system, including typography, color, and photography guidelines, to ensure the brand could communicate consistently across all materials. To launch the brand, I also created a video that introduced Girl Power Sport to the world, bringing the pillars and values to life in motion.
Impact
The brand established a clearer point of view and a more grounded expression of empowerment. Across touchpoints, it holds together visually and emotionally in a way that feels specific rather than abstract.
Creative Director: JP Flores
Photography & video
Marketing collateral
Visual style guide
