Keds needed a digital home for their consumers: the brave girls who aren’t afraid to dream big and stand out.

Bravehearts.com is a fully integrated—and completely custom—site that lives on Tumblr. Brave girls can explore daily style and inspiration posts, try everyday brave challenges, enter quarterly contests and giveaways and delve into Keds style and look books. They can also apply for grants with the Brave Life Project and, of course, get exclusive access to spokesgirl Taylor Swift.

With every reblog and tag search, Keds reaches a massive new audience of Taylor Swift loving, colorful, creative brave girls.