Work
Lower Eastside Girls Club
Channeling the collective power of girlhood for a New York institution
Since 1996, the Lower Eastside Girls Club (LESGC) has been a cornerstone of the community—a free, year-round space where girls are given room and resources to imagine ambitious futures. But for all the recognition and excitement the LESGC brand had built, it had never built a brand identity.
With a 30th anniversary celebration on the horizon, and nonprofit funding harder to secure than ever, the LESGC needed a brand identity that represented the dynamism, innovation, and energy the New York institution had channeled for decades already.
We knew they needed a brand designed to last, in service of the now and their evolving services for the community. Our challenge: how do we honor thirty years of turning individual potential into collective power and credibility?
We saw LESGC driving toward Revolution, the phase that reimagines systems that actually work for all women and girls."