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Rosie
Co-designing a safe space for young women and non-binary people.
We were engaged by the Victorian Women’s Trust to rebrand and relaunch Rosie, a harm-prevention initiative running for over 10 years.
A digital environment users gravitate towards.
Our all-female in-house team designed Rosie as an engaging built environment and digital space tailored to users. During the discovery phase, we conducted co-design workshops with teenagers aged 14-18. Their insights and ideas were essential in shaping the user aesthetics and sensibilities.
Workshop participants identified a need to not look like a government affiliate, and to ensure the communication design redefined what ‘femininity meant’, reflecting a new definition across touch points: to be bold, loud, empowering and unafraid to speak.
Putting it to our audience, again and again.
Once two concepts were finalised showing the new ‘Rosie’ in situ across a digital platform, posters, and social channels we reengaged our youth cohort for feedback, and ultimately they picked the concept that represents their space today.
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