[ PROJECT OVERVIEW ]

EMPOWERING EVOLUTION:
PEARLS’ REBRANDING JOURNEY

For 30 years, PEARLS For Teen Girls (PEARLS) has been empowering girls and giving them the tools and support they need to thrive. Through weekly coaching and collaboration, PEARLS meet girls where they are to build trusted relationships that make them feel safe and supported. Created by girls, for girls, PEARLS programming is constantly evolving and growing.

SERVICES RENDERED

CREATIVE
PUBLIC RELATIONS

SERVICES RENDERED

CREATIVE
PUBLIC RELATIONS

[ THE CHALLENGE ]

While PEARLS as an organization had evolved over the years to best serve the needs of PEARLS girls, its official branding remained the same.

PEARLS engaged Mueller Communications to facilitate a visual rebranding and messaging refresh so the organization’s image matched its fresh, youthful and exciting energy and could adequately encapsulate the impressive breadth of its services and impact.

[ THE SOLUTION ]

To understand the rich history, culture and mission of PEARLS, the Mueller team conducted an in-depth audit of the organization’s brand and reputation.

This included brand positioning exercises, surveys, and stakeholder interviews with PEARLS leadership and staff, board members, organizational partners, PEARLS alumnae and current PEARLS girls.

Drawing on the wealth of feedback and inspiration unearthed in the audit, Mueller worked closely with the PEARLS team to develop and refine logos, color palettes, collateral templates, brand guidelines, and internal and external messaging that would reflect the organization’s values and help carry PEARLS into its bright and promising future.

[ PEARLS ONE LINER ]

PEARLS is a program created by girls, for girls to discover themselves, build community, grow confidence to navigate challenges and contribute to the world in a positive way.

[ PEARLS BRAND PERSONALITY ]

PEARLS is precious and unique. She is passionate and complex, made up of many things all at once, just like you. Emotionally intelligent and flexible, she meets you where you are to help develop the power and promise already within you. Her approach is straightforward, her words are encouraging and her intentions are authentic. She’s the friend who’s excited about what you’re excited about. She believes in you and cheers you on no matter what, because she believes you are capable of anything you put your mind to, and cares about you deeply.

[ THE RESULTS ]

Through a rigorous and deeply collaborative process, the Mueller and PEARLS teams developed a new, fresh identity for PEARLS that brings the organization’s image into the 21st century and messaging that encapsulates its mission, audience and scope of service.

In addition to revamping its visual branding and messaging, the project also yielded a name change from ‘PEARLS For Teen Girls’ to ‘PEARLS,’ the name by which the organization is better known.

SERVICES RENDERED

CREATIVE

VISUAL BRANDING

ONLINE CREATIVE

PRINT & COLLATERAL CREATIVE

PUBLIC RELATIONS 

COMMUNICATIONS AUDIT

MESSAGING & CONTENT

SPOKESPERSON TRAINING

DESIGN / COLLATERAL

[ WE’RE HERE TO HELP ]

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