Community Reimagined
Chester County Girls Club
Overview
When I took over leadership of Girls Run WC in April, it was clear the brand no longer reflected the people it served. Originally founded as a running group, the community had naturally evolved into something broader, a group centered on connection, experiences, and belonging. I led a complete rebrand to create a more inclusive, relatable, and representative community, resulting in the launch of Chester County Girls Club.
The Challenge
Brand identity was tied to running, even though the group had evolved beyond it
Existing name and visuals didn’t fully represent the community
Needed to feel elevated and fun without feeling exclusive, too fancy, or childish
Needed to bring energy, excitement, and clarity back to the group
This wasn’t a “make it prettier” situation. It was about creating a brand people could actually see themselves in.
My Role
Led the rebrand from strategy through execution, including:
Naming transition from Girls Run WC to Chester County Girls Club
Building up excitement for the rebrand and creating reassurance
Logo redesign
Visual identity direction
Color and typography exploration
Brand personality development
Social presence and event promotion
But I wasn’t just redesigning a group. I was helping define what it felt like to belong to it.
The Approach
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The group wasn’t just running anymore. It had become:
Social events
Friendships
Local connection
Shared experiences
So the brand needed to reflect the real reason people were showing up.
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Before finalizing visuals, I asked questions like:
What would this brand wear?
What would its cocktail of choice be?
Where would it go on a Saturday?
The goal was to find the balance between elevated, fun, and welcoming.
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I redesigned the logo and tested fonts, colors, and visual direction until the brand felt closer to the actual personality of the community.
Not too childish. Not too exclusive. Not too fitness-focused.
Just polished, social, and approachable.
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The goal wasn't to create a completely new group.
It was to create an identity that better reflected the group people already loved.
Positioned the rebrand as an evolution, not a replacement
Maintained the community's existing culture and values
Introduced changes in a way that felt familiar rather than disruptive
Reinforced that the people, relationships, and experiences weren't changing
The message was simple: Same community. Better reflection of who we've become.
The Shift
Before:
Running club identity
Limited brand personality
Visuals didn’t match the community
Narrow perception of what the purpose of the group was
After:
Broader community identity
More elevated and welcoming visual style
Clearer personality and social direction
Brand reflects the women actually showing up
Impact
Repositioned the group beyond running
Created a more accurate and inviting community identity
Built excitement around the rebrand
Established a stronger foundation for events, social content, and future growth
What This Project Shows
I can recognize when a brand has outgrown itself.
I know how to:
Translate community energy into brand identity
Build a visual style around feeling, not just aesthetics
Create brands that feel elevated without losing warmth
Turn an existing group into something people want to belong to
Selected Work
Rebrand Teaser: Introduced the upcoming rebrand through a teaser post designed to spark curiosity, build anticipation, and prepare the community for the transition from Girls Run WC to Chester County Girls Club.
New Logo & Identity: Designed a logo that balanced the group's social and approachable nature with a more elevated, modern identity, creating a visual system that felt both welcoming and aspirational.
Giving the Rebrand Meaning: Introduced the new brand through a narrative-driven launch that explained the reasoning behind the change, helping members understand that the rebrand was a reflection of the community's growth rather than a departure from its roots.
Bringing Member Ideas to Life: Created event marketing for a clothing swap proposed by a community member, reinforcing the group's collaborative nature and encouraging participation through clear, engaging communication.