Bad Girls Collective
Brand refresh for Bad Girls Collective, a community that aims to connect women through multiple platforms, primarily a run club and book club. The refreshed visual identity brings these initiatives together, with subtle nuances in the design system to differentiate them.
The Bad Girls identity system is bold yet refined, experimental and modular. The logo and lock-ups are made up of elements that come apart and are grouped together—speaking to Bad Girls’ strength and power together as a collective, while celebrating individual accomplishments.
Sub-brand lock-ups are built off of the primary logo with the same idea of letterforms grouping together and coming apart. Reflecting the idea that a Bad Girl is one who is driven and takes action, a key line is used to emphasize the action word in each lock-up.
The crest was inspired by a colophon—the emblem or imprint that a publisher would apply on each of their books to identify them.
Scope: Brand identity, social media, website
Creative Direction: Kara Wark, Marketa Krivy, Anna Halfpenny