Women Who Lift Weights Identity
Case Study
Project goal
After the tragic loss of my big brother, I chose weightlifting as a therapeutic way to help my pain and grief. It’s a physical activity that requires a lot of effort and commitment including mastering your form, proper nutrition, gym etiquette, and having confidence in the weight room. Weightlifting women also deal with a very real stigma, and as a result, they strive for community. One of the most powerful online communities I have found is the Women Who Lift Weights Facebook group. I designed this identity system as my tribute for the support and motivation it provides me everyday.
Concept
Women Who Lift Weights is a Facebook group that motivates and supports over 39,000 of dedicated weightlifting women. This community is a necessary reaction to the real stigma weightlifting women deal with on a regular basis.
Archetype
The Outlaw
Brand Personality
Resilient
Feminine
Informed
Dedicated
Brand Values
Commitment
Improvement
Supportive
Research
Communication
scope of project
Logo Identity System
Brand Identity