CASE STUDY: THE LOVELY PROJECT
Empowering the next generation of women to change the world.
BrandingWeb DesignEvent Marketing
After years of developing the best ways to accomplish their mission, The Lovely Project was due for a big transformation. As the agency supporting their marketing since the early days, we eagerly rolled up our sleeves to revise their communications and clear the clutter. The challenge? Craft a new brand that speaks to both their target audience, as well as donors and corporate supporters. Through a fresh creative rebrand and a revamped website, we effectively helped The Lovely Project attract greater support, expand their presence, and empower more young girls to change the world.
Centered around trendy texting symbols that were once popular among young girls, The Lovely Project’s old brand had become outdated and in dire need of a makeover. Beyond wanting a new brand that was fresh and fun, the non-profit also looked to add a level of sophistication in order to appeal to their secondary target of donors. Enter: the custom-created, hand-lettered “Lovely” logotype. Coupled with bold, script lettering, the new branding strikes the perfect balance between modern, girly, and professional.
To keep up with their ever-evolving ideas, The Lovely Project needed branding that could expand with them. That’s why we designed a logo that could be seamlessly reworked into distinct sub-logos. With “Lovely” as the brand anchor, the word “project” could then be changed to reflect their different programs and events without sacrificing brand integrity. A future-proof approach for a growing organization.
For the website, we took on the challenge of designing a single site that could do what originally took two. To streamline communications, we reorganized the content from both websites to create one brand-enhancing, sleek site that’s a breeze for visitors to navigate. Custom iconography was then included to visually highlight the ways people could support the non-profit, such as by sponsoring or volunteering.
It was all about purposeful content for this purpose-driven project. From hand-picked photos of the organization in action to carefully-crafted copy that highlights their mission and impact, The Lovely Project’s new website was expertly created to spread awareness, boost involvement, and encourage donations. We also strategically removed details that required regular changes, meaning their team now spends less time updating and more time making an impact.
Jam-packed with inspiring speakers, performances, and workshops, The Lovely Experience is a free event attended by hundreds each year. The event gets a creative refresh every two years based on a new empowering theme, with the latest — “Be Lovely” — centered around teaching girls that they could do and be anything. Our role? Design unique creative that got young girls across Central Florida to attend and experience the life-changing community that The Lovely Project offers.
When it came to the event creative, we figured there was no better way to draw in young girls than with the kinds of doodles they’re used to seeing in their notebooks. Incorporating these scribble-like graphics made for an eye-catching design that gave off a creative “unpolished” feel, symbolizing how girls don’t need to have it all to be lovely and creatively empowering them to redraw and create their own stories. We then spread that message throughout all the marketing materials and swag to tie it all together.