GEM Reflects Their Mission with a Dynamic New Rebrand

GEM Girls E-Mentorship is Canada's largest female mentorship charity and is doing amazing things to uplift the next generation of female leaders. Young women with socioeconomic barriers face a proven disadvantage in their future prosperity. Girls E-Mentorship (GEM) was founded in 2012 from a vision that all young women should have the opportunity to succeed despite where they’ve come from or what barriers they’ve faced. GEM believes that women mentoring girls is essential in fostering the success of the next generation, and critical to creating gender equity in Canada.

In partnership with The Local Collective, GEM has launched a brand-new brand identity inspired by the next generation. “The design is dynamic and full of movement. We wanted to capture the feeling and energy of these mentees and illustrate the ripple they have on the world. This experience and brand is all about the girls. This program is an incredible piece of magic.” said Kaitlin Doherty, president and founder at TLC, who is also a proud GEM mentor.

The new brand identity illustrates exactly what the true legacy of GEM is. The “Butterfly effect” that these mentees will have on our world. They are our future leaders. They are the visionary minds we will watch and learn from in the future. The new wordmark and identity embraces what GEM is about and creates a brand visual language that feels as energetic, positive and visionary as the amazing girls who participate in the program.

“Since our founding, we have always put the girls at the heart of everything we do. This new brand captures that intention.” said Wendy Sung-Aad executive director, GEM “When you spend five minutes with any of our girls you can feel the strength and energy they have to really change the world. We wanted our brand to aspire to meet their inspirational energy.”

GEM launched the new identity with a total rebrand that includes a new logo, website redesign, business cards, social media, apparel and more.