PROJECT
STUDIO
TYPE
BRANDING
LOGO DESIGN
AUDIENCE
TARGETS YOUNG WOMEN PROVIDING CASUAL, FUN,
COLOURFUL FASHION HIGHLIGHTING THE VIBRANCY OF YOUTH
THE SCOPE
Key design requirements for Sportsgirl include redesigning the typeface to reflect the brand’s core values of fun, boldness, and youthfulness. These values guide my strategic approach. Focusing on the brand’s core values is essential for achieving objectives because it gives meaning to Sportsgirl’s iconic colour stripes, which are undervalued in the current design.
THE PROCESS
A key issue in Sportsgirl’s design was the unreadable typeface among contrasting stripes. While iconic, the stripes lacked purpose, which I aimed to change.
The new layout rethinks the stripes to complement the typeface, aligning with the brand’s goal. Targeting young women, I designed a geometric typeface celebrating all shapes and sizes to promote inclusivity. I also shifted from a horizontal to a vertical layout, guiding the viewer’s eye downward.
I was displeased with their branding across the beauty range in-store. Though colourful, it’s inconsistent, using different colours, text styles, and illustrations for various products. To address this, I used a minimalist design across all beauty and skincare products for brand consistency. The stripes act as the icon and are used throughout Sportsgirl's identity.
Another key to the packaging was the amount of content applied to it. I wanted to keep it minimal; therefore, I designed key illustrations to be placed on the packaging for each skin type.
For the new campaign, I chose Sportsgirl's iconic stripes to represent the brand's new identity. The white spaces have been filled with images of women of all ages coming together, filling in the gaps and symbolising the brand.
The core purpose of the brand was to support women and be their voice through clothing, which this creative direction successfully reflects.
THE DESIGN LANGUAGE
The custom typeface features rounded corners and bold text, inspired by female anatomy. It aims to make girls of all shapes and sizes feel welcomed.
Applying the text vertically is uncommon and draws attention differently. The top-to-bottom flow creates a fresh perspective in the typeface and identity.
The campaign design highlights the iconic stripes linking the old with the new. The colour palette remains the same, symbolising women's individuality in contrasting blocks, while coming together as one.
TUBA KARADEMIR 2025