PowerUp!
Women-led power
The Power Up! consortium is an international alliance of women’s rights organisations including JASS (Just Associates), Coalition of African Lesbians (CAL), Yayasan Pemberdayaan Perempuan Kepala Keluarga (PEKKA), and Gender at Work (G@W). The consortium strengthens women-led movements by providing transformative power in three areas affecting women’s lives: their voices, bodies, and resources.
With
JASS
Objective
Create a visual identity for a women’s rights consortium
Demographic
Women’s rights actors and allies, women’s rights organisations, donors
Types of work
Branding, Design
Themes
Gender equality
The frontlines of change
PowerUp! takes the lead from movements on the frontlines of change. Their feminist approach believes those most affected by a problem should set the agenda and develop solutions, while the consortium provides the resources and partnerships to maximise impact. The visual identity needed to reflect the spirit of grassroots activisim, to be just as much at home on an office business card or social media as it could be on a protest card or flyer.
The dynamic logo embodies PowerUp’s approach to listen, inspire, and bring diverse feminist movements together for radical transformative change.
The upwards arrow from the logo takes its idea from capturing the positivity and dynamism of grassroots-led movements.
Used as a brand element and in patterns, as a standalone graphic, or as a framing element for photography.
