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?
The foundation of our work began with a deep dive into the concept of ‘girlhood’ across its many eras—Validation, Reclamation, and Revolution. We saw LESGC driving toward Revolution, the phase that reimagines systems that actually work for all women and girls.
We saw LESGC driving toward Revolution, the phase that reimagines systems that actually work for all women and girls.
There’s grit in that revolution. That insight set the forward-leaning tone of the brand: “Coming together and powering up.”
That principle drove every decision in the comprehensive brand identity system we built. We introduced a new symbol that pairs six interlocking circles, representing the power of community coming together. At the center, a star ignites—born from that collective, radiating energy unlocked when girls show up for each other. The overall system draws from activism posters and the rigid print techniques of protest movements past, grounding the brand in a lineage of resistance while empowering girls today for their future revolution. A broad, confident color palette represents the many sides of girlhood and deliberately sidesteps the pinks and pastels that dominate the category.
This identity is serving as the foundation for a full year of programming for the LESGC. The biggest moment of the year, the May 2026 30th Anniversary Gala, has its own custom branded campaign. It’s a riff on the core identity centering on a bespoke ‘30’ symbol, a visual device for all anniversary related communication throughout the year.
