The Sweaty Betty Foundation’s mission is to empower women and girls from every background to get active, and stay active, for life. Globally, only 15% of teenage girls are doing enough physical activity. The changes to girls bodies’, and their confidence, caused by puberty is the biggest reason. We created a brand identity that sits with the SB brand but can also stand alone. Inspired by Sweaty Betty’s existing spherical icon shapes, the logo form depicts a rising sun. It is indicative of the optimistic and forward thinking outlook of the foundation and represents the journey of self-discovery through adolescence. Overall the creative needed simplicity and strength with impactful typography, palette and graphics layered with documentary style art direction across imagery.

Photography - Francesca Allen

Design + Visual Direction - Ryan Spacey