GIRLS ON THE RUN
Girls on the Run is a non-profit organization who’s mission is to inspire girls to be joyful, healthy and confident using a fun, experience-based curriculum which creatively integrates running. There are two programs, one for girls in 3rd-5th grade, and one for girls in 6th-8th grade. Over a period of 10 weeks, they participate in an after-school program that is designed to allow every girl to recognize her inner strength. Throughout each season, the girls make new friends, build their confidence and celebrate all that makes them unique.
At the end of each season, the girls participate in a Girls on the Run 5K event. This celebratory, non-competitive event gives the girls a tangible understanding of the confidence that comes through accomplishment as well as a framework for setting and achieving life goals. Crossing the finish line is a defining moment when the girls realize that even the seemingly impossible IS possible.
This organization has very strong messaging and language, but their current branding and overall design contradicts their messaging. Currently, the brand is very playful and girly, but lacks the more serious tone of empowerment and accomplishment that is also reflected in their values and mission.
By rebranding Girls on the Run, this organization will become more popular among young girls and their families. There will also be a more powerful and apparent message of empowerment and accomplishment for these girls, which is the core focus of this organization. More girls, coaches, and volunteers will want to be apart of this organization due to its already established foundation and the new overall look and feel of the brand.