From fast to forward: transforming a legacy brand to reflect inclusive empowerment
Challenge
As Fast and Female approached its 20th anniversary, the organization faced a critical inflection point. Despite a two-decade legacy of empowering over 34,000 youth and engaging more than 2,500 role models across North America, the brand was no longer serving the mission – and in some cases, was actively working against it.
The name ‘Fast and Female’ suggested exclusivity, unintentionally reinforcing the idea that the organization was only for elite athletes or cisgender girls. Public research revealed low awareness, donor confusion, and widespread misinterpretation of their work. Many potential participants never even made it through the door – not because of the programs themselves, but because the brand told them it wasn’t for them.
Internally, the team was already pushing toward greater inclusion – creating welcoming spaces for racialized girls, non-binary youth, and those from underserved communities. But the external expression of the brand hadn’t caught up. Their visual identity relied heavily on gendered design tropes, and their messaging wasn’t resonating with girls aged 12–16 – the exact age group most at risk of dropping out of sport and physical activity.
To grow their impact and truly live up to their values, Fast and Female needed more than a new logo. They needed a brand transformation: one that would help them clarify their mission, signal credibility to partners and funders, and create belonging for every participant.
The rebrand to Girls Forward Foundation marked a powerful alignment between identity and mission – and unlocked new momentum across every part of the organization. Funded through Atom Studio’s inaugural No Small Change grant, the rebrand spanned strategy, naming, and visual identity.
The new name shifts the focus from speed to progress – replacing ‘Fast’ with ‘Forward’ to emphasize empowerment and inclusivity rather than competition. Adding ‘Foundation’ signalled legitimacy to donors, partners, and the public.
The visual identity translates these strategic choices into a bold and flexible system. A vibrant evolution of their legacy purple is paired with a broader, gender-inclusive palette. The logo features subtly forward-leaning type and a stylized ‘G’ with an arrow – a symbol of momentum that holds up across every touchpoint. Supporting patterns, curved motion lines, and a dynamic treatment of the tagline reinforce the organization’s purpose and energy at every scale.
The impact was immediate. Girls and gender-diverse youth saw themselves reflected in the brand. The team gained a shared language and toolkit to express their vision. Donors and partners gained clarity and confidence. And on launch day, the Foundation saw some of their strongest engagement ever on social – a visible sign that the message was landing.
The new brand isn’t just a look. It’s a unifying, strategic tool that’s helping Girls Forward live up to its name.
The No Small Change grant made our dreams come true. We’d been searching for years for a way to rebrand – we knew our old name and logo didn’t reflect who we were or who we served. Thanks to this grant, and the incredible teams at Atom Studio, Midtown Mystery, Cashew, and Beverley Theresa, we now have a brand that feels inclusive, empowering, and aligned with our mission. We’re so grateful.
Gabriela Estrada Girls Forward Foundation
Old logo
New logo
Colours
Typography
Brand collateral
From banner stands to social templates, the brand system flexes across every touchpoint – built to energize youth, earn donor trust, and unify the team.
At the event
Team
Art direction: James Jensen Design: Kagari Kaneoka, Iyla So, James Jensen Project management: Mallory Donaldson
Brand strategy: Ryan DeGama
Research: Cashew
Social media strategy: Beverley Theresa
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