In late 2020 I was asked to lead the creative direction for the relaunch of iconic Australian teen brand Girlfriend. In 2021, Girlfriend is a purely digital platform so it required a new visual identity that worked for digital rather than retrofitting an old print masthead. This is why designing a monogram of the logo "gf" (shown above) alongside a masthead redesign was key as it needs to be used across social media as a stand alone icon and also better represents the way that teen girls communicate in 2021.
Managing Editor Mahalia Chang and I agreed that we wanted to bring Girlfriend in to 2021 with a new look and feel, ensuring that it represents this generation of women and also, making sure that they have everything that they need at their fingertips. Girlfriend 2021 is fun, fresh and feminine and a space for Gen Z teens to be both inspired and educated.
As part of the relaunch, I also hand tufted a custom 500mmx500mm pillow as a prop for part of the relaunch photoshoot which is a nod to the rite of passage that was teen girls reading Girlfriend at Magazine at slumber parties.
I also illustrated custom icons and stickers for the brand to use for social collateral.
