Sistry Brand Identity
About
I designed the brand identity for Sistry, a social impact initiative funded by Allmänna Arvsfonden, built together with Ulriksbergskyrkan. The brand needed to speak directly to young girls aged 16-19 navigating life in or around criminal environments, giving the project a voice that feels real, safe, and empowering.
Services
Branding, Social Media
Industry
Social Impact
Sistry is part of a larger initiative to help young girls find a way out of criminal environments through a gamified app where they earn rewards by completing homework, leadership training, and personal development. The brand needed to carry that mission across every touchpoint, from social media to printed materials.
This was the second phase of a longer collaboration. The visual identity, tone of voice, and communication strategy all had to resonate with a demographic that traditional institutions rarely reach, while still representing the values of the organizations behind it.
Challenge
The project needed a brand that could bridge two very different worlds: the institutional credibility of a church-led, publicly funded initiative and the raw, unfiltered reality of the girls it's designed to reach. A traditional non-profit identity would be ignored. Anything that felt performative or out of touch would lose trust before it started.
On top of that, the brand had to work across a wide range of formats including social media, in-app presence, printed materials, and community outreach, while maintaining a consistent voice that feels genuine and never patronizing.
Solution
I built the brand from the audience outward. The visual identity is bold, vibrant, and unapologetically energetic, designed to feel native to the platforms and spaces where these girls already spend their time. Typography, color, and graphic language were all chosen to signal strength and possibility rather than charity or pity.
The tone of voice was crafted to be direct, warm, and empowering, speaking with the girls, not at them. Every piece of communication was designed to feel like it comes from someone who gets it, creating a brand that earns trust through authenticity rather than authority.
Pulse Red
#F72E42
Vibe Violet
#B749BB
Core Blue
#2F64F9
Soft Glow
#FCF9F1
Lavender Haze
#D2B0F9
Soft Black
#212121
Outcome
The brand gives Sistry a distinct identity that stands apart from traditional social initiatives. It communicates the project's mission with clarity and conviction, while feeling accessible and relevant to its core audience.
With the brand in place, the project has a foundation for consistent communication across every channel, ready to scale as the app launches and the community grows.
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