Project: Red Thread, brand design
Agency: Rainger & Rolfe
Client: AH
Art Direction / Graphic Design: Jaime Callá
Red Thread is an organisation founded by New Zealand netball legend Anna Harrison to support sportswomen navigating motherhood, particularly those whose careers have been paused without recognition or support.
The brand identity brings this purpose to life through a bold, emotive visual system spanning logo, look and feel, packaging and website.
At its core is the red shoelace symbol, representing solidarity, resilience and connection between women in sport. The result is a human, purposeful identity that creates visibility for an often-overlooked experience and positions Red Thread as a unifying force for change.
