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Art Direction
Digital Design 

The project: is a femcare and treats monthly subscription box and online platform discussing puberty, growing up and everything in between. 

I was briefed to head up the creative team and refresh the branding which was looking too juvenile for their target market of girls aged 11-15. 

I researched the trends around GenZ girls, their language, their pop culture, what brands and celebrities they were admiring. I then worked with my team to create a new colour palette and new brand guidelines which related to the new trends of younger girls. 

After implementing the new creative we saw an increase in engagement across betty's social channels, especially instagram.





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