Pulse Creative partnered with Powerplay NYC to help re-launch the organization after 14 years. As lead designer, I re-branded the logo and website with a new perspective of their powerful mission; to advance the lives of girls through sports, helping them grow physically, emotionally and academically stronger.
Our work included Brand Strategy & Positioning, UI/UX Research & Design, Visual Design, Key Messaging, Logo re-design and Image Branding & Composition.
CLIENT
PowerPlay NYC
YEAR
2019
ROLE
Art Direction, Lead Designer
AGENCY
Pulse Creative
A society in which all girls are empowered to achieve their dreams.
< Old Logo, 1998
THE CHALLENGE
From the first look at the PowerPlay logo, we had a feeling that it is a little “outdated” and needed brand consistency, so that it better engaged and inspired the community.
APPROACH AND SOLUTION
Supporting Female Empowerment.
Our task was to prepare a fundamental visual-communication rebranding for PowerPlay and bring a fresh look to the organization and it’s impact. We wanted to give a sense of belonging to something bigger than the individual. The logo is based on the idea of a crest or collegiate emblem. It’s to signify that the girls come from a shared place, a common foundation, a source of strength and support. We want young girls who participate in PowerPlay to embrace their unique self, be resilient and strong; representing empowerment and strength within.
Breathing
New Life into Authentic Values.
As Powerplay’s previous digital presence was no longer able emphasize the key values of its renewed identity and organization, we strengthened this by communicating their mission, programs and impact through a new responsive website design, allowing a better mobile experience. Pulse Creative created a flexible design that allowed Powerplay to house and showcase who they are in very different pieces of content: videos, events, and infographics.
