Fearless Girl

Since arriving in New York City in 2017, Fearless Girl has become a global cultural icon — inspiring millions and giving girls a powerful symbol of confidence, possibility, and belonging. Already beloved across generations, the opportunity was to extend her message to a wider audience and create a brand that could travel where the sculpture itself could not.

For her next chapter, State Street partnered with Odd Shaped Objects, who brought in Rudy to help translate the strategic and creative vision into a cohesive brand identity. We created the logomark, broader design system, website, and charitable merchandise with the ambition of making something that felt as though it had always belonged to Fearless Girl — contemporary yet timeless, and designed to support the sculpture while carrying its meaning into new places, formats, and experiences.

The digital experience became a rich expression of the brand — a place to explore Fearless Girl’s story, understand her impact, and engage with guided activities designed for kids and adults alike. Developed in close collaboration with our partners New Media Campaigns (NMC) and featuring photography by Chris McPherson, the website brought the identity to life through a clear, immersive, and accessible experience. The work launched with Daly and extended into the Summer Block Party campaign, brought to life by TH Experiential.

Visit her here and read more from Fast Company here.

Identity

The heart of the brand is the logomark, emerging through countless iterations and ultimately arriving at a form that felt confident, optimistic, welcoming, and unmistakably her. The mark was drawn by the exceptionally talented Nana Nozaki. The broader identity followed the same principle: keep it superbly simple. Bold typography, a focused palette, and a clear system give the imagery and message room to lead.

Photography

Photographer Chris McPherson captured Fearless Girl for the digital experience, focusing on the everyday ways people engage with her. Kids, families, tourists, locals, and even their dogs reveal her not simply as a landmark, but as a cultural icon that continues to inspire connection.