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Cashew X Girls Forward Case Study
Girls Forward partnered with Cashew Research to refine their brand identity and messaging.
Project Details
About the project
Girls Forward (formerly Fast and Female) is a nonprofit organization dedicated to empowering young girls through sport. Their mission is to provide a safe, supportive environment where girls can develop the confidence, leadership skills, and community connection needed to succeed in life and sport. With a focus on inclusivity and empowerment, Girls Forward is a leader in advancing gender equality through physical activity.
As the organization expanded its programs and influence, they realized that their brand identity and messaging no longer fully aligned with the impact they were making in communities across Canada. Recognizing the need for a rebrand and strategic repositioning, Girls Forward turned to Cashew Research for support.
Project execution
Goal:
To support Girls Forward in their rebranding efforts and provide actionable insights to help them refine their messaging, strengthen their brand identity, and expand their reach.
Challenges:
- Before working with Cashew Research, Girls Forward faced difficulties with understanding their audience, knowing how to position themselves in the competitive nonprofit sector, and identifying the most effective ways to communicate their mission and values.
- A need for comprehensive insights to guide strategic decisions, particularly related to their rebranding, messaging, and future direction.
Approach:
- Cashew Research conducted a comprehensive study involving both internal stakeholders and a broad Canadian audience. The study’s focus was on understanding the emotional connection of girls and families to sports, brand perception, and what resonates with the community.
- Through interviews and surveys, Cashew identified gaps in awareness, emotional triggers, and the most powerful aspects of Girls Forward’s mission.
Outcomes:
- Girls Forward gained clear, actionable insights into the needs and preferences of their target audiences.
- These insights directly informed strategic decisions regarding rebranding, visual identity, messaging, and engagement strategies.
By leveraging Cashew’s research, Girls Forward refined their communication, successfully repositioning the brand to resonate more deeply with both their supporters and new audiences.
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