ABOUT

Following its success on Amazon Prime, No Woman No Try needed a brand evolution that could live, breathe, and lead on social media.

Working with London-based branding studio Fend, the organisation developed a bold, digital-first identity designed to match the pace, energy and visibility of modern women’s rugby.

The result is a flexible visual system built to move seamlessly across social content, campaigns, motion graphics and editorial storytelling, giving No Woman No Try the tools to grow beyond its documentary roots and continue championing representation within the sport.

The Challenge:

No Woman No Try had already established a strong presence through its documentary and wider advocacy work within women’s rugby. However, its existing visual identity lacked the flexibility needed for a fast-moving digital environment.

The brand needed to evolve from a campaign-led aesthetic into a cohesive identity system that could support day-to-day content creation while remaining recognisable across increasingly crowded social platforms.

Importantly, the identity also needed to retain familiarity with existing audiences. The colour red, featured in the original documentary campaign, had become associated with the brand and was considered an important thread to carry forward.

Alongside visual impact, usability was also a key consideration. The system needed to be practical, accessible and easy to implement across a wide range of digital formats and publishing tools without sacrificing consistency.

The Approach:

We approached the project by focusing on movement, momentum and adaptability.

At the centre of the identity is a bold combination mark consisting of a wordmark paired with an abstract NWNT symbol. Set at a 20º angle, the logo introduces a constant sense of forward motion — reflecting both the physicality of rugby and the broader progressiveness of the organisation itself.

The NWNT symbol was designed as more than a static logo device. It functions as a flexible graphic element capable of adapting across different contexts and scales.

At smaller sizes, the symbol operates as a recognisable icon. At larger scales, it becomes an expressive background asset that can appear as a solid fill, a minimalist outline, or with motion blur applied to emphasise pace and energy.

This layered approach allows the brand to create depth and movement across digital formats while maintaining consistency and recognition.

The wider visual system was intentionally designed around the realities of contemporary sports media.

Social content, athlete photography and motion-led storytelling formed the foundation of the creative direction, leading to a system that prioritises contrast, immediacy and flexibility.

The colour palette centres on Charcoal, Chalk and Red — a reductive combination chosen to maximise impact across both light and dark environments.

Retaining Red as a core brand colour helped preserve continuity with the original documentary identity while sharpening the visual presence of the refreshed system.

A vibrant Lime was introduced as a secondary accent colour, used sparingly to add moments of energy and contrast.

Typography balances boldness with functionality. Bebas Neue is used throughout headlines and statements, delivering an uncompromising, high-impact tone suited to sports and social media environments.

For body copy and supporting information, Source Sans and Source Serif Pro provide clarity, rhythm and accessibility.

The typefaces were selected not only for their visual character, but also for their reliability across digital platforms, ensuring the brand remains legible, consistent and easy to deploy across fast-moving publishing workflows.

In more expressive applications, Bebas Neue is paired with Source Serif Pro Black Italic, creating a deliberate contrast between rigid angular forms and softer serif shapes.

The Outcome:

The final identity system gives No Woman No Try a scalable platform for future growth.

Built to function across everything from match-day graphics and editorial content to campaigns and advocacy initiatives, the brand balances structure with openness, allowing the organisation to evolve without losing recognisability.

The project also reflects our wider approach to branding: partnering with organisations that prioritise social impact, inclusivity and cultural relevance, and helping them communicate with clarity and confidence in increasingly fast-moving digital environments.