making their own waves

When Girls Who Code (GWC) launched a College Loop at the University of Virginia, they wanted to make a splash with an ownable spin on the national parent brand.


brand strategy




art & creative direction


site design


social media design & campaigns


branded content

debugging social distancing

connecting during covid-19.
In a time of disconnection, members needed a welcoming, communal space. The visual attributes such as a waved graphics library and vibrant color palette mirror the energy and sense of community from in-person meetings. The inviting language of the brand emphasizes the inclusivity and collaboration the organization embodies.



waves of progress

the visual identity of waves.
GWC aims to close the gender gap in technology. Waves take on a dual meaning, symbolizing both lines of code, and the collective power of diverse members building a more inclusive industry. The dynamic energy of the college aged audience is felt through the undulating curves.

"We approached hiro for a logo, but walked away with an entire brand identity. hiro’s strategic thinking helped to synthesize exactly what we wanted, and the team’s creativity provided us the building blocks for the future of our organization."

Malvika Kuncham
Marketing Coordinator, GWC at UVA

coding a community

programming a personal presence.
A fresh twist on UVA’s traditional collegiate palette combined with assymetrical compositions creates a playful, dynamic experience for members to stay connected. Tech-focused wordplay and gender-inclusive language adds a culturally-relevant and personal touch. Providing rules, templates, and toolkits empowered the team to stay consistent in their execution.

hacking a hackathon

a brand sprint to launch a microsite.
At our kickoff meeting with Girls Who Code, we discovered that they not only needed a new brand, but urgently needed a hackathon site developed. We adapted our framework to provide a quick strategy and design turnaround, providing an opportunity to tease their new look while we continued to build out the brand for the final delivery.