Play Partners With Girls United To Redesign Brand

Girls United, a non-profit organisation dedicated to promoting equal access to sport and skills development for girls and young women worldwide, has partnered with Play to redesign their brand and expand their reach into new global locations.

Founded in the UK and Central America, Girls United aims to break down gender stereotypes and barriers to sport that limit the opportunities for girls and women both on and off the pitch.

With a vision for girls around the world to have equal access to sport and the skills they need to fulfil their potential, Girls United has identified the need for a strong brand identity that can support their growth and impact.

In 2023, Girls United was selected as a partner of Play’s ‘Good for Nothing’ initiative, a pro bono program that provides design, branding and creative support to third-sector organisations.

Play, the football brand and design specialists, worked closely with Girls United to conduct a brand audit and develop a new brand identity that could support them in the short-term and long-term future.

The new brand architecture provides a flexible and creative system for Girls United that can be used across multiple languages and geographical locations, while still maintaining a consistent and distinctive look and feel.

The initiative worked on everything from the core brand elements to location-specific communications, providing a logotype, typographic, colour and visual language that can be expanded over time to meet the evolving needs of the organisation.

“We are thrilled to have partnered with Play to develop a brand identity that reflects our values and ambitions,” said Girls United founder Romina Calatayud.

“With their support, we can now expand our reach and impact, providing more girls around the world with the skills and opportunities they need to succeed both on and off the pitch.”

Niall Smillie, Creative Director of Play, expressed his pleasure in working with Girls United on their rebranding project, “This project really highlights the shared values and passion for the sport that the two organisations have in common.

“Our goal is to partner with like-minded individuals in the football industry who believe in the sport’s potential as a force for good, and Girls United undoubtedly belong to this category.”

You can view the full creative case study on the Play website at https://studio-play.com/projects/girls-united-rebrand/