The Girls Kickboxing Club is an exclusive gym designed to support women by providing a fun, safe space for girls to thrive amongst each other in a comfortable and welcoming environment.
Going to the gym can be a daunting activity for some women, as they risk being openly catcalled, objectified, and ogled by men. To make matters worse, many stereotypes are placed on women to be weak: submissive, fragile, and vulnerable. Girls are expected to be ladylike and anything else is seen as an act of defiance, or unseemly. Words like “bitch”, “unladylike”, and “airhead” are thrown around to insult women on a daily basis.
The Girls Kickboxing Club welcomes these words of shame and twists them into assets – words girls can wear like badges of pride. This reclamation of the humanity previously undermined by suppressive efforts against women is exactly what the company stands for.
The posters are designed to first be eye-catching with the ugly words scrawled across the faces of women. It isn’t until further examination that the sub-text flips the narrative and presents an alternative point of view.
The logo is a lioness – chosen for its strong countenance, subverting typical gender roles. Aside from this symbolic note, the logo is designed to specifically mimic a seal, giving a veritable badge for women to sport on various brand collateral.
The brand itself provides a community for women to support each other, as well as learn how to defend themselves in worst case scenarios, empowering them. The poster campaign on the other hand, starts a much needed dialogue on the important issue of sexism and harassment women face on a daily basis.