Girls United Thru Sports
Brand Book | Website | Merchandise
Girls United Thru Sports (GUTS) was created by two former female athletes with a mission to unite and inspire the next generation of females in sports. By offering a safe, supportive community—along with access to experts, peer connection, and merchandise that celebrates them—GUTS truly has something for everyone. Based in Wilmington, North Carolina, they host local events, appear at major youth tournaments along the East Coast, and lead a Bible study for Christian athletes.
Their work fills a gap I personally felt growing up in sports, making this project especially meaningful to me. Founded in 2012, GUTS has maintained their original logo for recognition, but as their brand designer, I’ve focused on elevating and modernizing their identity to reflect who they are today. With a young female audience, we leaned into bright colors, a minimal aesthetic, and visual elements inspired by Wilmington’s fun, beachy community. The brand components consist of supplement logos and marks, a full brand identity, a website, merchandise designs, and full branding suite for their GUTS+GRACE Bible study.
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*Logo was not designed by me.
Brand Book
Color Palette
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Fonts
Merchandise
Wilmington Design: With so much of their identity rooted in Wilmington, NC I wanted their first merchandise launch to feel deeply connected to the local community. This design emphasizes the energy and lighthearted spirit of the coastal lifestyle, blending hand-drawn illustrations of their core sports with beach elements to create a playful, movement-driven design.
T-Shirt and Trucker Hat
Signature Design: This design has quickly become the signature look of GUTS. The blend of feminine cursive with a beach-inspired block typeface creates a mark that is both dynamic and understated. As their top-selling design, it continues to grow in prominence and now plays a central role in shaping the visual identity of Girls United Thru Sports.
Crew Neck, Tanks, and Trucker Hat
GUTS+GRACE: From the name to the logo design, every aspect of this GUTS segment was crafted with intention. Faith is often a grounding place for girls to find community and connect with like-minded peers—something GUTS has always championed. For this design, I pulled from the brand’s more neutral color palette while adding a playful, uplifting twist that reflects the welcoming spirit of this group.
Hoodie
It Takes GUTS: While Girls United Thru Sports focuses on providing female athletes with the support and resources they need to thrive, we also recognized the strong community of men who show up for these girls. That insight inspired It Takes GUTS—a collection created specifically for those supportive boys and men. Designed with simplicity and versatility in mind, the line features a clean design on black T-shirts and hats, making it representative of anyone. The overlapping rings symbolize the connection between males and females in the sports world, reflecting the shared space, opportunity, and support that make this community so impactful.
T-Shirt and Corduroy Hat
