A recruitment campaign helping inner-city girls see how big they can dream.

Campaign branding

In spring 2024, we partnered with Elite 23 to shape a recruitment campaign, celebrating every girl bold enough to dream beyond limits.

Elite23 is a Chicago-based mentorship and development program empowering inner-city girls to dream bigger and step boldly into their potential. Rooted in the organization’s mission to spark passion, nurture excellence, and create lasting impact, the campaign reimagines what opportunity can look like. Inspired by the idea that “these girls have big dreams, they just need to see the possibilities,” Sereth brought a bright and expansive new energy to the brand. For Every Girl with a Dream became both the campaign’s name and its rallying cry.

At its center is the kaleidoscope: a symbol of reflection, transformation, and infinite perspective. This idea became the foundation of a flexible design system where each program acts as a distinct, colorful lens within a cohesive whole. Playful iconography, evolving patterns, nostalgic sticker motifs, and confident typography infuse the brand with warmth and approachability, while a soft, feminine palette grounds it in optimism and care. Together, these elements create a visual language that grows and evolves alongside every girl’s dream, boldly reminding her that the future is hers to shape.