Reach is a digital campaign project celebrating women in sports through creative directing and photography.
Major project
Reach: Together We Are Limitless
Outreach
Reach is a brand advocating for equality for women in sport. Its name originates from 'outreach' to reflect the brand values and commitment to working with charities and non-profit organisations.
Sporting Prowess I
It was important for Reach to demonstrate the equality its brand identity champions, so a diverse range of athletes were showcased and staged to emphasise power rather than delicateness or fragility.
Sporting Prowess II
Underpinning research highlighted media outlets, historically, presented sportswomen wearing little clothing, in passive poses, smiling, and representing sports with a focus on aesthetics such as gymnastics or cheerleading. As a result, the photography, here, avoids such stereotypes.
Windswept
A core characteristic of Reach's brand identity is a rebellious spirit that challenges dominant narratives in the media's representation of women in sport. It contributes to progressive ideas of how women can be marketed within sport through theory and practice.
The Headscarf
Experimenting across media, screen-printing was trialed as an exploration of clothing as a method of visual communication. By including a headscarf in the photography range, the project began to consider diversity beyond the models, and in the adornments they wore instead.
In Control
Reach's hope of putting women in control of their sporting representations was cemented both in the brand's abstract identity, but also in the execution of its related visuals, as Toni was solely responsible for the project's outcomes from ideation to execution.
Antonia Williams
Major project
Reach: Together We Are Limitless