Invisible Girl Project brand refresh

Brand Identity, Merchandise, Messaging, Website design

Invisible Girl Project is a nonprofit humanitarian organization fighting to end gender inequality, also known as female gendercide, in India. While unfinished, this brand refresh purposes to communicate the holistic nature of Invisible Girl Project’s work in a sophisticated and impact-oriented way.

brand identity

The above mood board created for Invisible Girl Project uses color to exude the vibrance and energy that the country of India is known for, bringing to mind the warmth of henna and the intricacy of embroidered saris. These colors are relatable yet powerful, playful yet sophisticated. Bold and eye-catching typographic elements invite the viewer to catch the vision. Together, these elements will help Invisible Girl Project communicate the weight of injustice without being caught in overwhelm, and the hope that we believe in without minimizing reality.

In the logo mark, you’ll find a shield that represents the protection + advocacy work that Invisible Girl Project does. The diamond shape nestled inside of the shield symbolizes the durability and resilience of the girls in India that Invisible Girl Project works with. And finally, whether you see a sun or a flower in the center, these elements reflect determination to live and growth in hard places. The geometry of the logo mark also shows balance + symmetry similar to a mandala.

website mockup

The website homepage I designed for this brand refresh focuses both on celebrating the existing community of givers—and encouraging new donors to join that community—and communicating clearly who Invisible Girl Project is and what they’re about.

foundational messaging

As part of this brand refresh, I analyzed Invisible Girl Project’s target audience to rework their foundational messaging about their programs.

before

At the grassroots level, we go upstream to provide vulnerable girls with RICE (Rescue. Intervention. Care. Empowerment) and stop the cycle of female gendercide before it starts.
In India, we are teaching how to identify female gendercide, training people to respond to it, and transforming the societal value of females.
At the global level, we educate on the issue of female gendercide and propel people to action through advocacy, fundraising, and social influence.

after

We reach marginalized girls in India with education, trauma care, and reconciliation to empower them to be the change they want to see.
We enter into remote communities in India to bring mindset shift and access to resources needed to stand up against injustice.
We bring global advocates into the fight against gender inequality so that our work has a ripple effect across the world.