Women Win · FREE Fund BrandingEmpowering 13,500+ Girls Globally: The FREE Fund
Sector
Grant-making, gender equality
Role
Design Lead
Year
2021
The Challenge
The Approach
I developed several logo concepts with Women Win's team, and the seed stood out: FREE exists to nurture what people want to build. With illustrator Mel Baxter, we turned photos from Women Win's archive into inspiring portraits, framed by flowers and the cactus as a symbol of resilience. The website was clear, approachable and concise.
The Solution
COVID-19 hit the livelihoods of adolescent girls and young women hard, and most funds offered only short-term relief. Backed by Standard Chartered, Women Win launched FREE as a long-term investment across Africa and Asia. A brand-new fund with no audience, it needed a brand and website that explained it clearly and made applying easy, delivered within four weeks.
A complete digital-first brand: seed logo and wordmark, palette and typography, a portrait and plant illustration series, a plain-language application website, a brand pack, and social and campaign materials. Everything was built so Women Win and its partners could spread the call in every country on their own, quickly and consistently.
Impact
FREE received 1,696 applications against an expected few hundred. It has since funded 50 women-led organisations and individuals in nine countries, from coffee cooperatives in Rwanda to Deaf women in Kenya, and in 2024 the brand carried over unchanged into the FREE Grow Fund. In total it has reached 13,500+ beneficiaries and attracted €721K+ in further funding.