UNIQYou is a not-for-profit initiative designed to increase female participation in traditionally male industries by connecting teenage girls with female mentors working within these fields.
Our task was to design a digital-first brand that would reframe the daunting task of career exploration as an inspiring, empowering experience, and encourage girls to challenge their assumptions about what roles might suit them.
Our creative direction was anchored by our brand idea – “shift your perspective” and shaped by the brand’s core personality traits of relatability, empowerment, vibrancy and passion.
We created a responsive brand mark, combining a confident sans serif with a more approachable hand-written font, while hand-drawn scribbles and markups emphasise the individuality of each student and create a sense of movement and play in digital environments.
To communicate roles and industries in a less intimidating way, we created a suite of custom illustrations, combining them with a relatable, non-corporate photography style.
