HerMazing
Visual Identity Design, Brand Strategy
Project Type
Visual Identity
Year
2022
Role
Brand Design Lead
Project Team
Alex Tudun
HerMazing is a program helping young girls overcome daily barriers through education, support, and equal opportunities. The challenge was creating an identity that respects the complexity of these girls' actual experiences. Their journeys aren't uniform, pretty, or predictable. The brand needed to communicate strength, vulnerability, progress, and setbacks all at once; without falling into empowerment clichés or treating the audience like children who need protection instead of tools.
The custom wordmark combines script and sans-serif elements, with each curve representing different experiences; everyday steps, unexpected hurdles, personal victories. Nothing about the letterforms follows a standard rhythm because nothing about these journeys does either. The secondary mark merges "h" and "m" to work as both brand identification and a symbol of the various paths girls take. Color carries the emotional weight: bold pink-red expresses the team's energy and urgency, purple-pink adds creative drive, warm orange brings genuine optimism, and baby pink signals care and protection. Each decision traces back to real stories and experiences gathered during research. The system avoids uniform aesthetics intentionally, giving the brand visual language that matches the reality of the work; empowerment that acknowledges struggle.
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