Helping a grassroots football initiative become more relevant to the partners, donors, and communities needed to bring it to life.

Globall was founded by Danish-Afghan football coach Nagin Ravand as an initiative focused on empowering girls and women from ethnic minority communities through football.

I helped define the strategic foundation of the brand at a point where the initiative needed to speak not only to participants, but also to donors, associations, and commercial partners. The challenge was to make the idea clear, credible, and emotionally compelling: to articulate what Globall stood for, why it mattered, and how it should present itself as more than a good cause, but as a distinctive and living platform with the potential to grow. That meant shaping the positioning, narrative, and core brand thinking that could support funding conversations, partnership outreach, and broader visibility.

The result was a clearer brand platform that gave the initiative a stronger frame for presenting itself to the outside world. That strategic work became the basis for the visual identity and later took shape across tangible expressions of the brand, including a website and a branded football pitch. It helped turn a personal and important mission into a more legible public proposition, with a clearer voice, stronger symbolism, and better tools for attracting support and building momentum. Globall’s own platform today reflects that ambition through a defined purpose, mission, story, and values built around persistence, excellence, action, and sisterhood.