Rosie

About This Project

Summary

Rosie is a digital platform empowering young women with critical tools to navigate life's challenges. We rebranded this 10-year harm prevention initiative through co-design workshops with teens aged 14-18, creating a bold identity that doesn't feel government-affiliated. Our visual strategy drew directly from their insights - using Y2K aesthetics, custom emojis, and flexible graphic frames to produce unlimited content on sensitive topics.

Goals & Objectives

The aim was to modernise Rosie’s brand and platform to better reflect the needs of Gen Z women. The challenge lay in building a digital space that felt empowering and safe. Offering smart, inclusive content with impact that redefines femininity as loud, and unafraid to speak.

Results & Impact

Rosie has become a vital destination for thousands of young people across Australia, with increased traffic, dwell time and engagement. It’s widely used by schools, social workers and advocacy organisations as a trusted, go-to resource in youth empowerment and education.