Supporting sports for everyone

with the E-Alliance research hub for gender + equity in sports

What we did

  • Website design
  • Accessibility
  • Branding
  • Digital media
  • Website design
  • Accessibility
  • Branding
  • Digital media
An icon version of the E-Alliance logo. The icon is one of the five people that typically appear in the logo, oriented straight. The person has a circular head, with a body made out of triangles. The person looks as though they're celebrating, with their arms outstretched.

What they needed

Across Canada, women are underrepresented in sports of all sorts. But a team of researchers from three universities wants to even the playing field. Scientists from University of Toronto, Université de Laval, and Guelph University banded together to go for a big goal: gender diversity and equity in sports. They just needed the right brand coach.

About the logo

The logo is bold, powerful, energetic, and subtly feminine. Arranged as a circle, it represents sports equity with no start or finish, no person more important than another, and no set boundaries. The figures represent women and gender-diverse people, each with its own mosaic of personal identity.

The white version of the E-Alliance logo. The logo features 5 abstract people in a circle that makes the outer edges look similar to a star. The people are segemtned into several parts with open arms as though they are celebraring. To the right of the logo reads "E-Alliance - Research Hub for gender + equity in sport" in both French and English.
An internal spread of the E-Alliance brand guide. The spread features a branded elements section and a brand colours section.
The cover of the E-Alliance brand guide. The cover features orange, purple, and magenta shapes overlapping each other in the top section, and a white bottom section that reads "Brand Guide" with the E-Alliance logo under it and a semi transparent E-Alliance logo in the bottom right.
The coloured version of the E-Alliance logo, without text. The logo consists of 5 abstract people arranged in a star like shape. The peoples bodies are made of triangles, and consist of purple at the heads, then magenta, reddish-orange, orange, and yellow towards their feet.

How we helped

As a team of three female designers actively involved in sports, we were an ideal match. To kick things off, we led a strategic session to put together a game plan for the organization—and brainstorm a name fans could get behind. We soon honed in on the E-Alliance, which was inspired by their motto: Equity for All.

Next up, we tackled an ambitious project scope. This included designing diverse, bilingual branding, print materials, and a custom website to help them pitch their research in a way that was easy to both write and read.

A macbook mockup of the E-Alliance website. The site features a landing page with the E-Alliance logo in white in the centre and reads "Equity for all in sports".
An icon in an off-white circle. The icon features a colourful illustration of a whistle, with the top being red, the sides being magenta, and the bottom being purple.
An icon in an off-white circle. The icon features a colourful left hand. The thumb, palm, and middle finger are orange, the pinky finger is yellow, and the index and ring finger are magenta.
An icon in an off-white circle. The icon features three colourful heads representing people of different races. The leftmost head is yellow with deep purple hair, the middle head is red with magenta hair in a long braid, and the rightmost head is magenta with bright orange curly hair coming around their head in a circle.
An Icon in an off-white circle. The icon features a segmented rainbow, with the first line being red and orange, the second line being yellow and green, and the third line being blue and purple.
An icon in an off-white circle. The icon features a colourful person in a wheelchair, holding a basketball. The person is deep purple in colour, their wheelchair is deep orange with magenta wheels, and the basketball is bright orange. The person is sideways, pointed to the right.
An i-phone mockup of the E-Alliance website. The title reads "How we came to be", with the subtitle reading "The call for gender equality in sport". The background of the site is purple, and below the subtitle there is an image in a white outlined circle featuring a woman in a sports wheelchair.
An i-phone mockup of the E-Alliance website. The site features the E-Alliance logo in white on a carousel, and the yellow section below it is a blurb about International Women's Day.

Making a difference

The E-Alliance team was so pleased with their new branding that they created a highlight reel that featured our team. They continue to use our branding assets and social templates to share posts and other research about gender inequalities in sports. And not only is their website fully accessible, it’s also full of research that’s easy to sort by topic or author. It’s a win all around.

E-Alliance business cards. The cards are in two large stacks, one of which features the front of the business card, which has the E-Alliance logo on the left side, and the pertinent contact information on the right side on a purple background. The second stack of cards features the back of the business cards, which features the E-Alliance logo in white on a geometric background with purple, orange, and magenta shapes.
An i-Pad mockup of a presentation deck for E-Alliance. The deck features a "presentation title" section in the top left corner. The background features a womens soccer team with a purple overlay, and the E-Alliance logo in the bottom right corner.

“This women-led and Indigenously owned studio was an excellent fit. We couldn’t be happier with the design they created!“

-E-Alliance Team

An iMac mockup of the E-Alliance website. The page features the Mission section of the website in full screen mode, and explains the different factors of the mission with icons to explain the different points.
An i-Phone mockup of the E-Alliance Facebook page. The page features the E-Alliance logo as a banner image, and the featured post reads "2020 E-Alliance Funded Projects: Evaluation of Programs/Interventions. The post features the E-Alliance logo and website.
An i-phone mockup of an Instagram post from E-Alliance. The post reads "18% - The percentage of Women aged 16-63 involved in sport in Canada" with the E-Alliance logo directly below it.

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