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

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