Mighty Girls branding

Blackheath High School is an independent day school for girls aged 3-18, and is my alma mater where I completed my GCSEs and A-levels.

The marketing team reached out to me in 2020, keen to work with an alumna to produce branding, illustrations and collateral for their new project: the Mighty Girls Challenge. The programme is aimed at the Junior School, encouraging pupils to step outside their comfort zone through a series of challenges designed to develop core skills for the future.

Part of this project was to create the logo which will feature on all the programme content; the brief was that it needed to feel strong (mighty) and young; appeal particularly to the older (Years 5 and 6) girls and make them feel more grown up like a Senior School girl.

After several iterations, we settled on this simple logotype, as it is versatile yet embodies the youth and vigour of the programme.

Additionally, the team wanted a set of three girls to embody the Blackheath High ABC – Ambitious, Brave and Curious. These girls needed to appeal to pupils from Year 2 to Year 6, and be representative of the school’s diverse demographic. I created these illustrations with input from the Year 6 Mighty Girls Club.

An additional set of poses was later created and the branding used across pin badges, postcards, an advertorial in Families Mag and, most importantly, the Challenge workbooks for each year of the programme so that pupils could document their progress.

I very much enjoyed working with the team at Blackheath High, and still consult for them now in a Marketing and Design capacity.

In October 2023, the Mighty Girls logo was included in the DesignRush article “Best Black Logos”.

While from an education point of view the programme aims to develop core, future-ready skills, from a marketing perspective the aim was to improve pupil retention in the Junior School. After running for four years, the programme has delivered a 40% increase in retention at Year 3 (worth over £700k in lifetime revenue), significant improvement in YoY sentiment analysis, and a 10% uplift of Year 6 pupils progressing to the Senior School (85% compared to pre-Covid figures).