Brand identity for Girls Build LA, a not-for-profit LA Promise Fund program aiming to close the gender gap in STEM (science, technology, engineering, and math) fields. Girls Build LA challenges young women from public schools in LA County to use STEM principles and 21st Century learning skills to effect social change and solve the problems of tomorrow.
The identity is inspired by the language of STEM fields, the use of superscript is a nod to the periodic table of elements and mathematic notations such as raising to a power, eg. y2. The brand typeface Visuelt, is a strong yet friendly geometric face with intricate technical details.
The branding leverages the first part of the program's name—"GirlsBuild'—with fill-in-the-blank word play to communicate the endless things that young women can and do build. This use of language presents the opportunity for the brand to expand both visually and verbally.
Deva Pardue, Designer