For Every Girl With a Dream.
Client: Elite 23
Brand Type: Urban Youth Programs • Girls’ Empowerment
Studio: Sereth Design
CAMPAIGN ART DIRECTION
OUT OF HOME
SOCIAL
THE WORK
Esther shaped Elite23’s For Every Girl With a Dream campaign, bringing their vision to life for every girl daring to dream bigger.
Esther partnered with Elite23—a Chicago-based mentorship and development program for inner-city girls—to lead a recruitment campaign, For Every Girl with a Dream. Rooted in Elite23’s mission to spark passion, nurture excellence, and create lasting impact, the refreshed campaign’s strategy and visual identity were crafted to mirror the limitless potential of the girls they serve. Inspired by the idea that “these girls have big dreams, they just need to see the possibilities,” Esther shaped a brand that feels bright, expansive, and alive with possibility.
At the heart of the identity is the kaleidoscope—a symbol of reflection, transformation, and infinite perspectives. This concept guided a flexible design system where each program acts as a unique, colourful lens within a cohesive whole. Playful iconography, evolving patterns, nostalgic sticker elements, and confident typography infuse the campaign with warmth and approachability, while a soft, feminine colour palette grounds it in optimism and care. Together, these elements create a visual language that grows alongside every girl’s dream—boldly reminding her that the future is hers to shape.
