ABOUT

Situation:
"The Lower East Side Girls Club has been "Opening Doors, Empowering Women, and Building Community Girl by Girl" since 1996. They run programs that serve girls and young women throughout New York’s five boroughs - connecting these women to healthy and successful futures. With the approach of 2021, their 25th year in existence, the LESGC wanted to find ways to tell the story of their rich and radical history—celebrating the club’s past achievements and growth, the limitless potential of their members, and the bright future of continued impact they plan to create.

clarkmcdowall partnered with this team to define the Girls Club vision and launch their 25th Anniversary campaign idea; shaping their story and creating the rallying cry to unite a community behind it’s next generation.

Process:
In order to create this vision, we learned what made the Girl's Club special; we spoke to employees to understand their culture and shared philosophy, looked at their peer organizations serving this community and girls everywhere to see what set them apart, and uncovered how unique elements of their DNA kept the club thriving.

This assessment opened our eyes to the opportunity and helped our team unanimously align on a clear direction for the vision. The Girls Club exists to champion every girl’s power to shape her own future.

After crafting a clear brand vision, we set out to create a campaign idea and visual identity that would capture the community’s imagination—and their attention. The team leveraged our new brand vision, overarching brand expression principles, and key jobs to be done for the 25th Anniversary communication to develop a campaign that honored the club’s rich and radical history, setting the tone for their next chapter of bold impact.

Outcomes/Impact:
This vision drove important shifts for the club; from being happily undefinable to clarifying their lifelong mentality of joy, power, and possibility. From struggling to be known as more than “just a community center” to proudly owning their impact as a responsive and innovative industry expert. And, though the 25th Anniversary Campaign is just getting started, it's impact is already seen—by inspiring their internal teams to speak with confidence about their legacy and aspirations for the future.

The Girls Club is creating resounding change by igniting the innate power of the next generation, and clarkmcdowall is proud to have crafted the below manifesto which, we hope begins to capture the specialness of this organization and to illustrate the role The Girls Club plays in the lives of their members and in the world.

She dreams.
She radically imagines the world and community she wants to live in.
One that is limitless, just, and full of joy.
Together, we do.
We boldly take action to make her dreams a reality.
Step by step. Day by day. We never back down.
Everything we do is with her in mind.
We guide her, and fight alongside her, personally supporting her as she discovers her own future of possibilities.
A future where she holds more power.
Together, we’re unstoppable."