Badass Lady Gang
01 — Project Details
A grown-up glow-up for a very social brand.
The Badass Lady Gang is a community for women who love to run — or at least love to hate it.
A fresh rebrand and new website helped put this home-grown company on the right track.
Agency: TPD Design House
Scope: Brand Messaging, Voice Guidelines, Web Copy
BALG and its founder, Kelly Roberts, already had a strong following online and IRL, but it was time to usher the brand into its next phase.
A rebrand poised the company for longevity, including a new platform to share its ethos and offerings.
Inspired by Kelly’s natural tone and sense of humor, I developed brand messaging that felt authentic to BALG's founder.
02 — Brand Messaging
Story.
The Badass Lady Gang is a running community made by women for women. Together we ditch diet culture and focus on feeling mighty and motivated as we soldier through life’s moments and miles.
We believe fitness is a feeling, and whether you love to run or love to hate it, let BALG be your inspo to keep going and find your own kind of strength.
Mission.
We exist to be your haven in the fitness world.
So much of fitness culture is expensive, intimidating, and fueled by judgment. We get that running can be the worst sometimes, and that even getting out the door can be a challenge.
BALG was created for women to find joy in the struggle. We provide women of all athletic levels a safe space to have fun and belong.
Our mission is to foster a community of badasses. The best way to be a lady? Kick ass, take names, and lift each other up.
Values.
We believe fitness isn't one size fits all — it's not even one size fits most.
At BALG, value accessibility, affordability, and having a good freakin' time. We’re all about showing up for each other, building confidence, and making health a lifestyle — not a look.
At its core, BALG’s values can be nailed down to:
Support. We want to give you all the tools to feel empowered.
Inclusion. We’re not about exclusive pricing or a one-note “athlete” look. All badass ladies are welcome here.
Community. Our community is the best resource for staying accountable and having fun, even when the workout is hard AF.
