The Real Me is an empowerment program delivered in schools throughout Queensland, designed to help young girls discover their true worth, identity, and purpose. Established in 2007 by leading educators and professionals, the program supports tween and teen girls during some of their most formative years.
Secret Weapon Creative was engaged to develop a strong, relatable brand identity for The Real Me, alongside custom typography and the design of key program resources - including the flagship Real Me Workbook, which has been redesigned multiple times to evolve alongside youth trends.
THE DESIGN APPROACH
With a target audience of young tween and teen girls (a demographic saturated with constant messaging) the brand needed to cut through immediately while remaining warm, inclusive, and empowering.
The approach focused on creating a visual identity that felt confident and uplifting without being patronising. The design needed to resonate emotionally, feel current, and remain flexible enough to grow with each new generation of participants.
BRAND IDENTITY + TYPOGRAPHY DESIGN
The Real Me identity balances bold typography with thoughtful layout and colour to create instant impact and relatability.
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Visual Impact: Strong, confident type treatments ensure immediate engagement in busy classroom and school environments.
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Tone: Empowering, positive, and age-appropriate - speaking with young girls, not at them.
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Adaptability: The identity was designed to flex easily across printed resources, workbooks, presentations, and supporting materials.
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Longevity: Built to evolve, allowing the brand to stay relevant as trends and audiences shift.
Custom typography played a key role in reinforcing the program’s message of self-worth and individuality, creating a distinctive look that students could instantly connect with.
PROGRAM RESOURCES + WORKBOOK DESIGN
A major component of the project was the ongoing design and redevelopment of The Real Me Workbook. To date, Secret Weapon Creative has redesigned the workbook three times, ensuring the content and visual language continue to resonate with changing youth culture.
Each iteration refined layout, typography, and graphic elements to maintain clarity, engagement, and accessibility - while preserving the core integrity of the program’s message.
THE OUTCOME
The final brand identity and supporting resources delivered a cohesive, engaging, and empowering visual system that connects deeply with its audience. The Real Me program continues to thrive in schools, supported by materials that feel relevant, considered, and inspiring.
The flexibility of the identity allows it to grow alongside the program - ensuring longevity, consistency, and impact across years of delivery.
“Bree from Secret Weapon Creative was such a pleasure to work with on the design of our program’s magazine and accompanying resources. The creativity, professionalism, and accommodation given made for such a smooth design process from start to finish, and we couldn’t be happier with the finished product.”
- Chantel, Real Me Director
