Optimise Foundation is a charity dedicated to sharing expertise and knowledge that improves conditions in sport, empowering girls and women to reach their full personal and sporting potential.

We partnered closely with the team to develop a brand identity for the charity's launch. The concept draws inspiration from the female menstrual cycle — spotlighting its distinct phases and how women can train more effectively at different points in their cycle to truly optimise performance.

This idea is brought to life through a system of brand icons and a colour palette, each representing one of the four phases. Every phase has its own dedicated icon, which together combine to form the overarching brand mark — a simple but powerful visual metaphor for the whole greater than the sum of its parts.

Beyond the brand, we created a full suite of marketing materials and social media campaigns, and designed and developed a website that serves as both an information hub for users and home to an educational portal. Members can access a range of educational toolkits through the portal, designed to help spread knowledge and awareness at grassroots level.

The result is a bold, memorable brand that not only has a strong visual presence but also acts as a tool for communicating the science behind how women train and perform.