Girls Who Code Brand Refresh
Girls Who Code has grown up. Founded in 2012 to teach 20 girls in NYC how to code, the organization has grown into a global movement teaching 185,000 girls around the world and
reaching millions through resources, content, and branding. With the 10th anniversary approaching, the organization’s vision was twofold: mobilize the existing middle- and high-school population to learn code so that GWC could meet its ambitious 2027 goal to achieve gender parity. Additionally, today’s zeitgeist was pointing to a Generation Z that was highly engaged in social and political issues, and wanted to use their voices and platforms to make a difference. Coding was both a tool and language that could achieve these two goals.
Hyperakt’s challenge was to update their branding to speak directly to Generation Z and redesign their website to make it as easy as possible for new girls to sign up and get involved in coding.
With a refreshed brand identity and all-new website, the digital footprint of Girls Who Code reflects their impressive and influential presence in the lives of girls, globally.
The quirky and easily recognizable GWC carried notable brand equity, but lacked versatility at scale. We redrew the logo to make it more visually balanced and web-friendly, and introduced a superhero “G” icon. The G is optimized for social media accounts, building even more momentum on platforms where GWC has substantial followings.
The Design System: Waves
We anchored the visual system in a narrative that speaks to the core goals and values of Girls Who Code: waves of momentum, waves of progress, waves of change. A visual interpretation of the shape of code lines written in a scripting window, it is also a metaphor for the power, strength, and resilience of a new generation of young women and girls coming together to effect positive change in the world.
The Girls Who Code brand is now unified in its visual language—a dynamic and user-friendly design system comprised of accessible typography, flexible design elements, and color combinations chosen in careful adherence to visual web standards—and equipped with tools to modulate its voice for different audiences — Corporate partners & Investors, Parents & Girls, Girls — while maintaining a thread of visual resonance throughout. Its ecosystem of unique yet complementary platforms is now brought together through a bigger brand story, connecting users to the GWC mission no matter their entry point.
We prioritized the perspectives of GWC’s unique audiences, from corporate stakeholders to young women, in developing a user experience that is exciting, welcoming, and infinitely more navigable. The new action-oriented website is brimming with energizing UI animations and photography that shows girls learning and exploring, with wave motifs creating surprising shapes and gradients throughout. With clearly defined user journeys and conversion-focused narrative structures, the Girls Who Code site now has the muscle to support—and grow— its huge global community.