LAUNCH GIRLS
How do we bring entrepreneurial education
to girls in rural Africa
and India?
RESEARCH AND STRATEGY :
Brand Strategy, Visual Identity, Creative Direction
DESIGN:
Nomenclature, Brand Copy, Identity System, Creative Direction, Visual Language and Photography
ACTIVATION:
Social Media, Website and Campaign
THE LOCAL MOTIVE
NGOs in the education sector often see their work buried under data
and research. When Launch girls approached us, we saw a great team doing life changing work that impacted the lives of adolescent girls
across the global south.
LOCAL wanted to bring forward the impact of their work by telling these transformative ‘girl boss’ stories and showing that young girls, whether from India or Kenya, are just one nudge away from making great life choices and becoming future leaders.
DESIGN PROBLEM
Research shows that after age 12, girls especially from underserved communities often experience a drop in confidence and become more bound by traditional gender roles, leading to life choices that set them behind their male peers. To address this, Launch Girls partnered with local schools across 16 countries in Asia, Africa, and South America, offering customized, girl-centered entrepreneurship programs. These programs equip girls with critical 21st-century skills, future planning, and the confidence to thrive beyond school.
However, their impactful work often got lost in data, making it difficult to communicate the NGO's offerings and tangible impact, which affected funding.
LOCAL were brought in to craft a cohesive brand language that resonated with global stakeholders—from girl students in Africa and Asia to investors in the Global North—positioning entrepreneurial education as essential to every young girl’s curriculum.
A logo that 'launches'
The Launch Girls logo is a custom wordmark with an upward slant portraying the girls who are ‘launching’.
The typography style is feminine yet edgy and the colour purple exudes feminine confidence.
Giving the girls a new voice
The goal of building a brand that empowers participants to feel ready to take on the world aligns with the mission of fostering confident, capable women.
A modular icon set was built from quotation marks that literally gave the girls a 'voice' and put them in focus.
Additionally our mixed colour palette and layered type system helped the brand speak the same language across their more serious curriculum material such as textbooks as well as their more fun activities and touchpoints.
The Girl boss from Kenya to India : a brand campaign
The photography and video campaign was filmed in schools partnering with Launch Girls across Kenya and India, aiming to showcase the lives of girls in the program, the nature of the activities they engage in in the Launch Girls program, and their positive transformations. This film and photo campaign was designed to help funders clearly see the impact of Launch Girls’ work.
We challenged ourselves to make this two continent shoot into one cohesive campaign to convey that this curriculum could be effective anywhere on the globe as the challenges faced by girls are universal.
Despite the technical difficulties posed by differing sunlight and tones in Africa and India, we achieved a unified visual style through meticulous coordination between the teams in both countries and a clear creative direction from team LOCAL.
IMPACT
25%
Increase in number
of relevant candidates applying to LG
25K
views increased
per month on
social media
Website traffic
105%
Increase in
site sessions
135%
Increase in
Unique Visitors
Since the rebranding of Launch Girls,
they have experienced remarkable growth across both web and social media channels, directly translating into a broader impact for the organization.
Website sessions have surged by 105%,
and the number of unique visitors has increased by an impressive 135%, signaling heightened interest and engagement with their brand's message.
On LinkedIn, presence steadily increased
to 25K views per month amplifying visibility and reach within their target audiences. Additionally, the number of relevant candidates applying to Launch Girls has increased by 25%, reflecting the stronger, more empowered brand identity that resonates with both their current community and prospective
team members.
Following the rebranding, they have built strong connections with major Indian CSR initiatives and international corporations, while also pursuing significant global grants. Their efforts have led to acceptance into prestigious programs like the NUDGE Incubator, NSRCEL at IIM Bangalore, Harvard iLabs, and the Catalyst 2030 network.
"I was especially delighted how Local was able to highlight the impact of our work without playing to traditional nonprofit tropes. It's difficult to find companies that can adequately support nonprofit organizations - I highly recommend working with Local in this regard.
They transformed our strategy into a clear, compelling brand that has garnered new attention and respect for Launch Girls
and our work."
Averil Spencer
Founder & Co- CEO, Launch Girls