Girls E-Mentoring (GEM) has a new look inspired by the next generation of female leaders.
GEM, Canada’s largest female mentorship charity, has launched a total rebrand that includes a new logo, website redesign, business cards, social media, apparel and more. The new design is all about illustrating the “butterfly effect” that its mentees will have on the world.
The new wordmark and identity embraces what GEM is all about and creates a brand visual language that feels energetic, positive and visionary, a news release announcing the rebrand says.
“The design is dynamic and full of movement,” says Kaitlin Doherty, president and founder at agency partner, TLC, who is also a proud GEM mentor. “We wanted to capture the feeling and energy of these mentees and illustrate the ripple they have on the world. This experience and brand is all about the girls. This program is an incredible piece of magic.”
Doherty tells strategy that the two organizations have been working together for a couple of years, and that there will be additional campaign work coming in 2024.
“The new brand identity has been applied throughout the entire organization and they are getting the word out on their socials as well as through more formal announcements to their donors, supporters and of course to their mentors and mentees,” Doherty says.
“Since our founding, we have always put the girls at the heart of everything we do. This new brand captures that intention,” adds Wendy Sung-Aad executive director, GEM. “When you spend five minutes with any of our girls you can feel the strength and energy they have to really change the world. We wanted our brand to aspire to meet their inspirational energy.”
GEM’s mandate is about uplifting the next generation of female leaders, young women with socioeconomic barriers who face potential disadvantages when it comes to their future prosperity.
The charity, based in Toronto’s Annex neighbourhood, launched in 2012 from a vision that all young women should have the opportunity to succeed despite where they’ve come from or what barriers they’ve faced. GEM believes that women mentoring girls is essential in fostering the success of the next generation, and critical to creating gender equity in Canada.
