SHE (Sustainable Health Enterprises) is a New York-based organization whose mission is to improve the quality of life for women and girls in developing countries by challenging current thinking, and by investing in people and ideas. Their first initiative, SHE/28, addresses the lack of affordable menstruation supplies in Rwanda. The identity needed to capture the heart and soul of a brand that empowers women and girls to stand tall and proud. Thus the wordmark itself “stands tall”, emphasized by the bold underscore and colour palette. The text creates an empowering dialogue that strengthens the brand’s values. The deliberate space beneath “SHE” allows initiatives to find their place within the parent brand, as in SHE/28.