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