The Shona Project asked PB Studio to develop the brand identity for 500x500, a national campaign designed to unite 500 women who each contribute €500 per year to support Shona’s life-changing work with young girls across Ireland. Our challenge was to create a visual identity that honoured the strength and generosity of this community of women while still fitting seamlessly under the established Shona brand.

Case Study: The Shona Project – 500x500
Designing a National Campaign Identity That Celebrates Purpose, Community, and Impact
The Challenge
The 500x500 campaign brings together 500 women who believe deeply in creating a better world for the next generation of girls. Each member funds Shona’s mission to equip young girls across Ireland with the confidence, tools, and resilience to navigate life with strength and self-worth.
Shona needed a brand identity that could:
- Stand confidently alongside the main Shona brand
- Capture the spirit of generosity, purpose, and sisterhood
- Connect with women of all ages who want to make a difference
- Roll out easily across schools, events, social media, and national communications
- Feel modern, hopeful, and movement driven
The Solution
PB Studio created a strong and uplifting identity for 500x500 that celebrates unity and purpose while remaining visually connected to the Shona mother brand.
Our work included:
- Campaign Identity: A fresh visual style that communicates strength, community, and optimism through colour, typography, and message-led graphics.
- Logo and Mark Creation: A campaign logo designed to be instantly recognisable and flexible enough for digital and print uses.
- Visual Language: Soft yet confident colours, modern type choices, and layouts that highlight impact and community.
- Campaign Toolkit: Templates for social posts, web assets, posters, and event materials, ensuring a consistent nationwide rollout.
- Brand Guidelines: A simple instructions set for Shona’s team and partners to maintain consistency as the campaign grows.
The Results
The 500x500 identity launched as a national movement with a clear and confident voice. The campaign now has a visual presence that reflects its purpose: a collective of women committed to supporting the next generation and directly fuelling Shona’s work across Ireland.
Key outcomes include:
- A dedicated identity that strengthens the visibility of the campaign
- Seamless integration with the primary Shona brand
- Strong emotional resonance with women joining the movement
- A design system ready for digital, school outreach, events, and long-term growth
Key Takeaway
500x500 needed a brand identity that captured the heart of a community committed to change. PB Studio created a visual system that honours the women behind the movement and amplifies the incredible impact The Shona Project has on girls across Ireland.